Rentrak Unveils Political Ad Planning Tool

Multi-screen measurement specialist Rentrak has teamed up with cable TV ad management firm Viamedia to launch the 'Political Audience Extension Toolset', a system to help advertisers plan, purchase and manage TV inventory as the 2016 political season accelerates.

The new tool uses a 2016 political calendar combined with Rentrak's audience extension data and advanced demographics, to predict where and when inventory will be in highest demand.

Viamedia CEO Mark Lieberman says that given the current estimates on political ad spending during the run up to the election, it is imperative that advertisers and political campaigns plan ahead if they want to engage their targeted audience. He explains: 'We saw an immediate need from all advertisers for a strategic resource, so we worked with Rentrak, leveraging its massive TV measurement footprint'.

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