Rentrak and MasterCard in Data Deal

Multi-screen measurement firm Rentrak Corporation has agreed a deal with MasterCard, combining the former's TV Essentials viewing data from US homes with the latter's consumer trends insights derived from billions of payment transactions.

Under the agreement, professional services arm MasterCard Advisors will supply Rentrak with anonymous, aggregated insights on consumer spending behavior and trends within each category.

The new partners say the deal will give advertisers and media firms deeper insights into media consumption and aggregated consumer buyer behavior, and allow them to plan, buy and sell TV programs on the basis of consumer product consumption trends across multiple sectors.

Susan Grossman, SVP, Media Solutions at MasterCard Advisors says advertisers 'continue to struggle with finding the most efficient way to ensure they are reaching the right audiences' and promises they will benefit from the real, aggregated transaction data her division is adding into the Rentrak mix.

MasterCard Advisors provides payments consulting, information, analytics, and customized services and is online at www.mastercardadvisors.com . Rentrak, headquartered in Portland, Oregon, is online at www.rentrak.com .