Rentrak and IRI Partner to Combine TV, Purchase Data

In the US, audience measurement specialist Rentrak has partnered with retail and healthcare data giant IRI, to expand the delivery of TV insights data.

Through the partnership, Rentrak will embed IRI's CPG industry data management platform Liquid Data (ILD) into its own system, overlaying IRI's 'trillions' of household-level data points with its own information on reach and frequency. In addition, Rentrak will provide IRI with access to TV information from millions of households, to enhance the latter's TV planning and cross-media solutions for CPG clients. IRI says it will also use Rentrak's TV data to enhance existing products, and to build new ones giving improved analytics for TV and cross-media planning, campaign measurement, and consumer insights.

Rentrak says it will also use the ILD platform to develop new products for advertisers that go beyond media planning and buying, for categories including retail, auto, political, network/solutions, agencies and sports. CEO Bill Livek says the partnership will allow clients to effectively measure their ad campaigns and optimize their targeting to drive future revenue.

Andrew Appel, IRI President and CEO, adds: 'The combination of IRI's Liquid Data platform, Rentrak's proprietary TV information, and IRI's purchase data will bring tremendous value to clients across industries by accurately correlating media exposure to offline sales and identifying optimization opportunities. Ultimately, we are paving the way for granular, census-level, cross-media measurement'.

Web sites: www.rentrak.com and www.iriworldwide.com .