Partners to Integrate STB Data into Ad Agency Systems

In the US, multi-screen measurement specialist Rentrak is to integrate the data from more than 80 million set-top devices for video-on-demand (VOD), into ad industry software firm Donovan Data Systems' (DDS) media planning and buying systems.

Rentrak CEO Bill Livek says this will give agencies and their advertisers 'speedy access' to his firm's information through the DDS platform, which will enable agencies to plan, buy and post, both locally and nationally, using Rentrak's TV database currency.

The firms believe that this is the first such deal to integrate set-top data directly into the systems that agencies use to conduct business.

Under the agreement, Rentrak's TV Essentials, StationView Essentials and OnDemand Essentials databases will be added to the DDS systems, to provide ad agencies with 'more targeted' planning, buying and ad posting abilities.

The first product to market will include TV ratings for highly targeted networks, which Rentrak says is an under-served sector of the industry.

'Our integration with Rentrak is timely, bringing our clients highly valuable data when they need it most and in a place where it's most useful to them,' adds Michael Donovan, Worldwide Chairman & CEO of DDS.

Web sites: www.rentrak.com and www.donovandata.com .