• by Joe Mandese  @mp_joemandese, October 2, 2009

Rentrak Corp., a media measurement company that has ambitious designs on the emerging digital TV marketplace, bolstered its senior management team Thursday, naming David Chemerow COO and CFO. He replaces Mark Thoenes, executive vice president-CFO, who is leaving the company.

Chemerow joins Rentrak from outdoor advertising company Olympus Media, where he was senior vice president-CFO. Previously, he was COO of ADcom Information Services, a company that has been developing an audience measurement system within the cable TV industry, and where he had worked with Bill Livek, a long-time media measurement entrepreneur who is now CEO of Rentrak.

The move follows the appointment of long-time Madison Avenue media research guru Bruce Goerlich as Chief Research Officer of Rentrak in August. Goerlich had previously been the top research executive within Publicis' Zenith Optimedia Group. At the time, Rentrak also named Michael Vinson, former senior vice president-managing director of digital insights and analytics at Publicis' Starcom MediaVest Group, vice president of statistical sciences and analytics.

Rentrak, which began by auditing and analyzing data on home video rentals and sales for the Hollywood studios, has expanded into tracking, measuring and analyzing audience exposure across multimedia platforms, including conventional TV, video-on-demand and mobile video outlets.