The media measurement company and technology and analytics firm have formed a partnership that will see Civis’ predictive targeting integrated with Rentrak’s local television ratings.

The combination of Civis’ custom segments with Rentrak’s TV currency will aim to provide insight into which programmes, genres, stations and dayparts deliver higher densities of target audiences.

“We have applied our people science in media by building the next generation of tools for advertisers to optimise their spending and maximize exposure of their ads. Rentrak’s ratings provide the coverage and flexibility we need to provide targeted and strategic insights to our clients,” said Dan Wagner, president and CEO of Civis Analytics (pictured).