Placemedia, a programmatic TV ad platform and subsidiary of Viamedia, on Wednesday announced an expanded partnership with Rentrak to bring past and current automotive purchasing behavior to placemedia’s platform, per a release.
Rentrak already provides certain data to placemedia, including household viewing behavior data. Rentrak’s automotive data will be combined with automotive data from Polk.
"The automotive industry has always been a prime mover with innovation in the advertising industry. They were very aggressive with online...," stated Derek Mattsson, president of placemedia. "Being able to offer Rentrak's millions of televisions integrated with Polk data will provide a very unique ability to micro-target audiences."