Millennial Taps Rentrak for TV-to-Mobile Ad Link

AOL-owned mobile ad platform Millennial Media has struck a deal with audience measurement disruptor Rentrak, whose TV commercial viewing data will underpin a new retargeting service.

Millennial was acquired by AOL in September for $240m. Its first subsequent new launch is 'TV Commercial Retargeting', which links the Rentrak set-top box TV data anonymously with its own mobile user data, targeting viewers with rich mobile video ads includign response mechanisms.

According to news site AdExchanger, clients can also check their ROI and 'share of voice' from the two companies' data. Andrew Abbott, Millennial's Senior Director, Global Mobile Video Sales, says the retargeted mobile ad is served after an initial TV ad is viewed, 'providing an additional opportunity for sequential messaging and brand re-engagement'. The initial ad can if preferred be that of a competitor.

Rentrak is itself in the process of acquisition by comScore, creating a major new player in cross-platform measurement.

Web sites: www.corp.aol.com and www.rentrak.com .