Kantar and Rentrak partner to integrate retail purchase data and TV viewing information
Kantar and Rentrak today announced that Rentrak will partner with Kantar’s data integration, analytics and insights division Kantar Shopcom to integrate retail purchase data and information into its portfolio of solutions. 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.
The integration of Rentrak’s highly granular television-viewing information with Kantar Shopcom’s equally granular purchase transaction information will provide advertisers, agencies and TV networks with the ability to not only target, but also monitor effectiveness of their marketing to retailers and brands. It will also allow customers to translate TV impressions and actual merchant sales dollars to better understand the effect TV and digital companies have on results 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 into Rentrak in October last year.
“Kantar Shopcom is delighted to partner with Rentrak in the creation and delivery of solutions that combine purchase data and TV viewing behavior, at scale, for the broadest array of retail verticals in the marketplace,” stated Katie Casavant, CEO of Kantar Shopcom.
Chris Wilson, president of national television at Rentrak commented: “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.”