• by Joe Mandese  @mp_joemandese, June 16, 2009

Rentrak, which has repositioned itself from a homevideo rental distribution and tracking service to “a multi-screen media measurement and research company serving the entertainment industry,” this morning announced a deal with Concurrent to introduce, “the industry's first full-scale approach to collecting media data across operators which enables robust, cross-platform services reporting.”

Aside from being a mouthful, what that actually means is that two companies are going to team up to measure video consumption across TV, mobile and online platforms, and to launch some “advertising solutions” for measuring and valuing it.

“The end result is expected to be a near-real-time, 360º view of video and advertising consumption patterns, ensuring a maximum return on advertising investments,” the press release reads. Cool.  Now let’s see how it works.