• by Tyler Loechner  @mp_tyler, September 11, 2014

Specific Media has beefed up its TV audience targeting platform with the addition of audience data from media research firm Kantar Media and media measurement and research firm Rentrak. Specific now offers both panel and set-top box data through its platform.

“Entertainment and content consumption habits are changing rapidly -- TV is no longer the primary place to consume content,” stated Vic Catalfamo, VP of advanced media solutions at Specific Media, adding that “consumers are routinely engaging with multiple screens at one time.”

In addition, the company has added a programmatic media-buying component to the platform, which is intended to help advertisers reach TV audiences online. Advertisers will be able to programmatically target audiences online using Rentrak or Kantar data.

Advertisers can tap into Specific’s private exchange via Kantar Media, per a release. Specific will also operate a private exchange that features Rentrak’s mobile audience data, claiming it will let advertisers reach mobile audiences based on TV viewing habits.

“Rentrak allows advertisers to access second-by-second TV audience viewership data,” stated Evan Goldfarb, EVP of media analytics at Rentrak. As a result, Specific claims it will be able to measure the impact online campaigns have on driving offline (TV) tune-ins.

The partnerships are part of a larger push to connect all media channels, including television, so marketers can follow their audience anywhere.