• by Joe Mandese  @mp_joemandese, August 20, 2013

At a time when content marketing is becoming a key part of most brands’ media mix, TV audience measurement firm Rentak has acquired one of the leading branded entertainment measurement and analytics firms, iTVX.

The deal is significant for a couple of reasons. One is that it broadens Rentrak’s audience measurement portfolio in a crucial area to compete with rival Nielsen, which has long had its own integrated branded content solution. The other is that it will enable Rentrak clients to look seamlessly across their mixes of so-called “paid, owned and earned” media buys to better understand the audiences they deliver, and what the relationships between them are.

Terms of the deal were not disclosed, but iTVX currently tracks brand integration and value across TV, movies, Internet and social media for some of the largest brands, including Chrysler, Nissan, Toyota, Pepsi, Subway and Telemundo.