Nielsen TV audience measurement rival Rentrak this morning announced it has integrated its ratings with Mediaocean’s systems, including software used by agencies to plan and buy media.
Mediaocean is the dominant provider of data processing for Madison Avenue’s media buys and the deal with Rentrak comes as it is pushing to extend its role into media planning, developing new software enabling agencies to leverage data more strategically to determine what media they buy.
Rentrak said the deal means its ratings will be accessible directly via Mediaocean’s “Spectra OX” spot and network TV platforms, which agencies use to plan, buy, traffic, invoice and pay TV outlets for their advertising buys.Rentrak described the deal as creating more of a “one-stop shop” for managing TV buys from end-to-end.
It will be interesting to see how many, if any, of the broadcast TV networks, major cable channels and syndicators begin to feed their "avails" into this system and, if so, what kinds of GRP "inventory" are offered for sale, at what price? Stay tuned.