Oct
09
WPP Buys a Stake in Rentrak to Sync Up TV Data with Kantar
Posted in: Uncategorized
Agency giant WPP has acquired a stake in research company Rentrak to sync up Rentrak’s TV measurement assets with its own data and media buying groups Kantar and GroupM.
WPP will integrate its consumer data, including Kantar’s U.S. digital media and purchase data, with “volumes of TV information” and measurement technology from Rentrak, WPP said in a statement.
Rentrak tracks video-on-demand viewing on over 120 million TVs in 210 markets.
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