NEWS11 January 2011

Rentrak inks Epsilon deal for demographic data points

New business North America

US— Rentrak has signed a deal to add anonymous household demographic information from marketing services firm Epsilon to its national and local TV measurement services.

The media researcher, which collects and analyses set-top box data to track viewing behaviour, says the integrated data sets will allow for enhanced targeting of audiences.

Rentrak will gain access to over 200 demographic data points thanks to the deal, said Brian Rainey (pictured), president of Epsilon’s Targeting business.