Rentrak Hires Obama's 'Optimizer'

Booming audience measurement firm Rentrak has appointed political industry veteran Carol Davidsen, previously Director of Integration and Media Targeting for the Obama for America 2012 campaign, in the role of Vice President of Political Technology.

Davidsen is known for developing a system called 'The Optimizer' which used analysis of television specific political demographics to help the Obama campaign spend its ad dollars more effectively. She worked with Rentrak while on the campaign, and brings more than 10 years of experience in leading micro-targeting campaigns to the new role, in which she will oversee the firm's initiatives for political customers.

She worked previously at Navic Networks, whose software helped set-top boxes capture and record live and time-shifted viewering history.

Rentrak's President of National Television Chris Wilson says the new arrival brings professional expertise that will be 'of huge benefit' to clients.

Earlier this month, the company reported a 38% increase in revenue to $26.9m for the third quarter of fiscal year 2015 (ending December 31st, 2014), including a 76% rise for its TV Everywhere service.

Web site: www.rentrak.com .