Rentrak and Kantar in retail and TV data partnership

The partnership will see Kantar Shopcom’s retail purchase data integrated into Rentrak’s media measurement solutions, and Rentrak’s TV viewing information integrated into Kantar Shopcom’s purchase transaction information.

The new partnership follows the merging of Kantar Media’s US TV measurement business into Rentrak in October last year.

“Rentrak is excited to evolve the use of this integration as it will help move the marketplace to targeting with consumer data that can be used to measure the results of an advertisers media buy,” said Chris Wilson, president of national television at Rentrak.