Havas Edge to Integrate Rentrak Data

TV and box office measurement firm Rentrak has announced a multi-year contract with analytics-driven direct response agency Havas Edge, which will link data from TV Essentials and Station View Essentials to its own databases to optimise client campaigns.

Havas Edge, a division of the Havas Worldwide Network, says the deal - for viewing information from more than 20 million TVs in over eight million households - will give it 'unprecedented targeting precision' and help generate optimal sales results for its clients.

CEO Steve Netzley comments: 'We see our relationship with Rentrak as a game-changer in our commitment to develop the most accurate web attribution modeling in direct response. Havas Edge serves a wide range of clients, most of whom have the majority of their consumer response engagement occurring on the web, making it imperative to have the most accurate information available. In our opinion, Rentrak provides the best and most accurate 'behavioral' view of television viewers, enabling Edge to eliminate the margin of error factor in our response attribution modeling that we develop for our clients.'

Web sites are at www.havasedge.com and www.rentrak.com .