placemedia adds Rentrak data to programmatic ad buying
Michelle Clancy
| 05 May 2014
placemedia has expanded its partnership with Rentrak to add additional psychographic clusters to its programmatic buying solution.

The ad exchange that enables advertisers to target and engage their audiences on linear TV, says that the addition of Rentrak's TV currency and Axciom's PersonicxX clusters gives national television advertisers the ability to leverage more targeted and precise data sets for targeting specific audiences on linear television.

The Acxiom PersonicX suite of products helps companies locate the best ad targets among consumers because its data provides a better understanding of their needs, desires, and buying habits. PersonicX's addition to the placemedia platform, combined with the actual viewing behaviour from Rentrak's millions of televisions, will allow advertisers to focus marketing resources.

"An effective programmatic buying solution on linear television requires big data sets and smart analysis of that data," said Derek Mattson president of placemedia. "We're big believers in the power of the data provided by Rentrak, and are excited about the opportunities that PersonicX brings for our customers."