Rentrak and Collective Roll Out TV Audience Tool

Multi-screen measurement specialist Rentrak has partnered with media technology provider Collective to launch 'TV Accelerator' - an online ad platform through which advertisers can target those audiences that viewed their TV campaigns within online display and video ads.

The new service combines Rentrak's TV Essentials analytics platform, which gathers viewing data from 19 million televisions, with Collective's display and video capabilities which reach more than 148 million unique users. In turn, these will link with Collective's data and media management platform AMP, which combines third party data with proprietary audience modeling capabilities.

Rentrak CEO Bill Livek says his firm's relationship with Collective represents Rentrak's commitment to the TV and online markets. 'We're thrilled to provide the television advertising marketplace with access to more insights on how Americans are using TV,' he states.

Justin Evans, SVP Emerging Media at Collective adds: 'The combination of these assets allows advertisers to control reach and frequency across TV and online audiences for the first time. Consumers exposed to the same marketing message on TV and in online video demonstrate significant lift in recall, according to Nielsen IAG research.'

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