Viacom partners up with Rentrak on audience targeting

DetailsMichelle Clancy | 05 May 2015

Viacom has adopted Rentrak's viewing information and integrated purchase information from its IRI, Shopcom and IHS Polk's automotive segmentations.

Rentrak's advanced analytical technology will support Viacom's data approach, including the recently announced Viacom Vantage, a data-driven advertising product that gives advertisers the ability to customise the audiences that they want to reach.

"Viacom is leading the industry with a comprehensive approach, fusing the power of research and insights to drive value and opportunity," said Colleen Fahey Rush, executive vice president of strategic insights and research for Viacom Media Networks. "Our partnership with Rentrak further strengthens our insights arsenal and our ability to unlock new levels of targeting."

Rentrak's television ratings service covers satellite, telco and cable TV viewing information from more than 31 million TVs nationwide including granular information for TV stations and cable networks in all 210 local markets.

"We are excited to welcome Viacom to our growing list of national network clients," said Rentrak's vice chairman and CEO Bill Livek. "We are proud to partner with them to support their products and look forward to helping them gain greater insights that will highlight the value of their audience through our measurement and analytics."