Rentrak struck a deal to acquire the TV measurement business of WPP’s Kantar Media for $98 million. “Clients will benefit from our focus on respondent-level media and purchase data,” said Kantar CEO Eric Salama.What does it mean for the industry? The sale “confirms that massively scaled direct measurement data (of viewing and consumer behaviors) is the future of TV advertising,” said Dave Morgan, CEO of Simulmedia. Rentrak also announced an agreement for WPP’s GroupM to use its national and local TV measurement services. Nielsen’s response: “Our accredited, census-based methodology remains the gold standard for TV audience measurement. We continue to collaborate with our clients to ensure that the solutions we deliver reflect the realities of the market.”
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