Rentrak is moving into the real-time bidding (RTB) arena for TV. The company said it signed a deal Thursday with an undisclosed “major player” to measure traded inventory.CEO Bill Livek did not provide further information on an earnings call, except to say it will “power their audience-based selling efforts and their platform.”In the January-March quarter, Rentrak reported 60% growth to $5.2 million. Livek did indicate that the business experienced some slowness as the local station business undergoes consolidation.The measurement company lowered guidance for fiscal 2014 for its TV business to 80% growth from 100%, although it expressed bullishness.Separately, as cross-platform measurement becomes increasingly important, Rentrak expanded its arrangement with cable operator Cox to measure video-on-demand viewing on iPads.In China, Rentrak continues to invest in a joint venture where it is collecting data from set-top boxes and beginning to sell it. Livek said the company believes it “will pay off handsomely over the long run.”Overall, Rentrak -- which has a box-office measurement business -- reported revenue growth of 16% to $28.5 million in the quarter ended in March. It posted a loss of $2 million, down from $4.6 million, although it was less if costs related to a deal with Dish Network and other expenses were excluded.