Merkle (www.merkleinc.com), a leading technology-enabled, data-driven
performance marketing agency, announced a strategic partnership with
Rentrak, the leader in precisely measuring movies and TV everywhere. Through
the partnership, Merkle and Rentrak will combine Merkle's world-class
understanding of consumer segments with Rentrak's massive and passive
viewership data to create more effective customer advanced analytics and
demographics.
Rentrak has established a well-earned reputation as the authority on
privacy-protected return path media information for video entertainment,
on-demand television, and linear television, as well as real-time knowledge
on box office sales. With this partnership, Rentrak can utilize Merkle's
proprietary, multi-national database, DataSource(TM), as a third-party data
solution to gain access to the most comprehensive source of consumer data
and can provide rich demographic insights about the consumer population it
observes. The partnership will also allow Merkle and Rentrak to provide
their clients with analytic solutions related to viewership data.
"In the media industry, broadcast and cable networks have converged on the
need for a better understanding of their viewers in support of both the buy
and sell sides of the ecosystem," said Andrew Hoeberichts, SVP, General
Manager, Media & Entertainment, Merkle. "Our partnership with the leading
player in the marketplace, Rentrak, allows us to help advertiser clients get
more granular insights on the viewing behavior of their target audiences
with the most powerful medium in the world, TV. This is a new and extremely
valuable input to today's modern media planning activities."
"Merkle's rapid growth is a product of our efforts to identify more
intelligent ways of leveraging data, analytics, and technology to understand
customers and their motivations and use that knowledge to target customers
with relevant, effective media experiences," said David Williams, Chairman &
CEO, Merkle. "The opportunity to gain a granular level of insight in TV, a
mass medium that has historically relied on broad, imprecise measurement, is
extremely exciting. Our broadcast and cable network clients are already
seeing the powerful impact of highly focused consumer segmentation, and our
partnership with Rentrak will enable them to understand and serve their
customer bases even more effectively."
"Rentrak is very excited to be working with Merkle to power targeting
solutions that are revolutionizing the way television is bought and sold, "
said Bill Livek, CEO of Rentrak Corporation.
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