Civis and Rentrak Link for Ad Campaign Insights

In the US, Civis Analytics - which was launched last year by President Obama's former Chief Analytics Officer - is integrating its predictive targeting capabilities with Rentrak's local television ratings, to provide insights into corporate and political ad campaigns.

Civis was founded by Dan Wagner (pictured), previously leader of the 54-person team which created the voter targeting model helping to drive Obama's five-million-vote victory. Wagner and his Obama Media Analytics staff first worked with Rentrak during the 2012 campaign, to help develop the 'optimizer' model, which culls data about viewing habits, and combines it with more personal information about the voters the campaign was trying to reach.

According to the companies, the integration of Civis' custom segments with Rentrak's TV currency will provide insight into which programs, genres, stations and dayparts deliver higher densities of target audiences.

Wagner commented: 'We have applied our people science in media by building the next generation of tools for advertisers to optimize their spending and maximize exposure of their ads. Rentrak's ratings provide the coverage and flexibility we need to provide targeted and strategic insights to our clients.'

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