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Rentrak, Kantar partner to integrate retail purchase data and TV viewing info
MUMBAI: TV and film measurement solutions provider Rentrak has announced a partnership with Kantar’s data integration, analytics and insights division Kantar Shopcom, to integrate retail purchase data and information into its portfolio of solutions.
Rentrak will leverage Kantar Shopcom’s purchase transaction information from loyalty cards, credit cards and debit cards.
The deal includes comprehensive, multi-sector purchase transaction data and information for over 300 million US consumers into its television viewing measurement. Similarly, Kantar Shopcom will integrate Rentrak’s TV viewing information from millions of US households with its purchase transaction information to expand its multi-channel, cross-media planning, targeting and measurement solutions.
Kantar Shopcom CEO Katie Casavant said, “Kantar Shopcom is delighted to partner with Rentrak in the creation and delivery of solutions that combine purchase data and TV viewing behaviour, at scale, for the broadest array of retail verticals in the marketplace.”
The integration of Rentrak’s television-viewing information with Kantar Shopcom’s equally granular purchase transaction information will enable advertisers, agencies and TV networks to not only target, but also monitor impact of their marketing on retailers and brands.
Rentrak president national television Chris Wilson added, “Rentrak is excited to evolve the use of this integration as it will help move the marketplace to targeting with consumer data that can be used to measure the results of an advertiser’s media buy.”
It will also allow customers to translate TV impressions and actual merchant sales dollars to better understand the effect of TV and digital companies on retail sales. Likewise, Kantar Shopcom will integrate Rentrak TV viewing information into its planning, targeting and measurement solutions, most notably its multi-channel and cross-media solutions.
This new partnership follows the merging of Kantar Media’s US TV measurement business with Rentrak in October last year.