Rentrak, MasterCard To Merge TV Audience, Consumer Transactional Data
Nielsen rival Rentrak this morning announced a deal with credit card giant MasterCard that it says will integrate Rentrak's TV audience data with MasterCard's “consumer trends and insights” derived from billions of payment transactions. Rentrak said the deal is intended to provide advertisers and agencies with “deeper insights into media consumption and aggregated consumer buyer behavior to help them reach their intended audiences more effectively.”
The deal is reminiscent of one that Rentrak chief Bill Livek orchestrated years ago when he was overseeing Simmons Market Research Bureau (now part of Experian). That data integration ultimately led to the creation of Mastercard’s Transactional Data Solutions database, which is so powerful it was essentially taken in-house by the credit services marketer.
The deal is also significant because it comes at a time when numerous Rentrak competitors -- including Nielsen, TRA Analytics, and others -- are striking agreements to integrate their media audience exposure data with consumer transactional databases.
“This collaboration will allow local and national advertisers and agencies, networks and stations to plan, buy and sell TV programs on the basis of consumer product consumption trends ranging across a wide variety of categories including retail, telecommunications, grocery, entertainment, travel and family and quick service restaurants to name a few,” Rentrak said in this morning’s announcement, adding: “Under the agreement, MasterCard Advisors, a unit of MasterCard Worldwide, will provide Rentrak anonymous, aggregated insights on consumer spending behavior and trends within each category.”
Recent MediaDailyNews Articles
-
Networks Tie For Last Month of the 2012-2013 Season, NBC Gains Ground May 24, 10:56 a.m.
The four major networks were in a virtual tie for the last month of the 2012-2013 ... -
Aereo Is Not Just For Cord-Cutters May 23, 6:34 p.m.
Are cord-cutters most likely to subscribe to Aereo? Not necessarily, according to early returns. CEO Chet ... -
Cars.com Drops Flag On NASCAR.com Sponsorship May 23, 6:25 p.m.
Cars.com has a need for speed. The site has a deal with Turner to sponsor a ... -
Worldwide Pay TV On The Rise, Big Growth In Asia May 23, 4:17 p.m.
North American pay TV subscribers may continue to show little or no growth for the first ... -
Activision Blizzard's Campaign Wins Grand Effie May 23, 4:12 p.m.
Video game marketer Activision Blizzards’ ad campaign “The Vet and the nOOb” for "Call of Duty: ... -
Mag Bag: Bonnier, Source Interlink Swap Mags May 23, 4:09 p.m.
Bonnier, Source Interlink Swap Mags Enthusiast publisher Bonnier Corp. continued wheeling and dealing this week with ... -
Madison Avenue Is Mad As Hell, March Mad: Takes More, Not Less Network TV May 23, 7:46 a.m.
Demand for network TV advertising, which had been lagging so far this year, surged in April ... -
NY1 Show Goes National May 22, 7:32 p.m.
Time Warner Cable (TWC) will begin distributing a show about Broadway and theater at large to ... -
TV Model: Nets, Stations Split Retrans 50/50 May 22, 6:02 p.m.
Gray Television CFO Jim Ryan suggested that networks may capture more than half of an affiliate’s ... -
Newspaper, Magazine Ad Fortunes Continue To Decline May 22, 5:59 p.m.
The release of fourth-quarter figures for newspaper advertising and first-quarter figures for magazine ad pages earlier ...
Be the first to comment on "Rentrak, MasterCard To Merge TV Audience, Consumer Transactional Data"
Leave a Comment