Viacom To Use Rentrak TV Ratings/VOD Measurement
Viacom agreed to use Rentrak’s Advanced Demographics measurement service to measure its TV ratings and VOD usage, the vendor said Friday. The company said it draws its measurement information from more than 31 million TVs in 210 local markets. Viacom…
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will be able to use Rentrak’s technology to “precisely target consumer audiences” and to support its “advanced data approach, including the recently announced Viacom Vantage, a data-driven advertising product that gives advertisers the flexibility to define and reach custom audiences,” Rentrak said. It "strengthens our insights arsenal and our ability to unlock new levels of targeting,” said Viacom Executive Vice President-Strategic Insights and Research Colleen Fahey Rush in a Rentrak news release.