Merkle Announces Strategic Partnership with Rentrak
May 18 2015 - 8:00AM
Business Wire
Merkle (www.merkleinc.com), a leading technology-enabled,
data-driven performance marketing agency, announced a strategic
partnership with Rentrak, the leader in precisely measuring movies
and TV everywhere. Through the partnership, Merkle and Rentrak will
combine Merkle’s world-class understanding of consumer segments
with Rentrak’s massive and passive viewership data to create more
effective customer advanced analytics and demographics.
Rentrak has established a well-earned reputation as the
authority on privacy-protected return path media information for
video entertainment, on-demand television, and linear television,
as well as real-time knowledge on box office sales. With this
partnership, Rentrak can utilize Merkle’s proprietary,
multi-national database, DataSource™, as a third-party data
solution to gain access to the most comprehensive source of
consumer data and can provide rich demographic insights about the
consumer population it observes. The partnership will also allow
Merkle and Rentrak to provide their clients with analytic solutions
related to viewership data.
“In the media industry, broadcast and cable networks have
converged on the need for a better understanding of their viewers
in support of both the buy and sell sides of the ecosystem,” said
Andrew Hoeberichts, SVP, General Manager, Media &
Entertainment, Merkle. “Our partnership with the leading player in
the marketplace, Rentrak, allows us to help advertiser clients get
more granular insights on the viewing behavior of their target
audiences with the most powerful medium in the world, TV. This is a
new and extremely valuable input to today’s modern media planning
activities.”
“Merkle’s rapid growth is a product of our efforts to identify
more intelligent ways of leveraging data, analytics, and technology
to understand customers and their motivations and use that
knowledge to target customers with relevant, effective media
experiences,” said David Williams, Chairman & CEO, Merkle. “The
opportunity to gain a granular level of insight in TV, a mass
medium that has historically relied on broad, imprecise
measurement, is extremely exciting. Our broadcast and cable network
clients are already seeing the powerful impact of highly focused
consumer segmentation, and our partnership with Rentrak will enable
them to understand and serve their customer bases even more
effectively.”
“Rentrak is very excited to be working with Merkle to power
targeting solutions that are revolutionizing the way television is
bought and sold,” said Bill Livek, CEO of Rentrak Corporation.
About Merkle
Merkle is a global data-driven, technology-enabled performance
marketing agency and the largest independent agency in the US for
CRM, digital, and search. For more than 25 years, Fortune 1000
companies and leading nonprofit organizations have partnered with
Merkle to maximize the value of their customer portfolios. The
agency’s heritage in data, technology, and analytics forms the
foundation for its unmatched skills in understanding consumer
insights. When combined with its strength in performance media,
Merkle creates customer experiences that drive improved marketing
performance and shareholder value. With more than 2,700 employees,
the privately held corporation is headquartered in Columbia,
Maryland with 14 additional offices in the US and offices in
London, Shanghai and Nanjing. For more information, contact Merkle
at 1-877-9-Merkle or visit www.merkleinc.com.
About Rentrak Corporation
Rentrak (NASDAQ: RENT) is the entertainment and marketing
industries' premier provider of worldwide consumer viewership
information, precisely measuring actual viewing behavior of movies
and TV everywhere. Using our proprietary intelligence and
technology, combined with advanced demographics, only Rentrak is
the census currency for VOD and movies. Rentrak provides the stable
and robust audience measurement services that movie, television and
advertising professionals across the globe have come to rely on to
better deliver their business goals and more precisely target
advertising across numerous platforms including box office,
multiscreen television and home video. For more information on
Rentrak, please visit Rentrak.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20150518005237/en/
Merkle Inc.Sarah Bourdeau,
443-542-4288SBourdeau@merkleinc.com
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