• by David Goetzl  @dgoetzl, June 13, 2013

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 .