Rentrak Partners for Voter Targeting Service

Multi-screen measurement specialist Rentrak has partnered with Republican-focused online advertising, fundraising, e-mail marketing, and data management firm Targeted Victory, to target likely voters based on their off-line viewing habits.

In April, Rentrak integrated its local television ratings with Civis Analytics - a firm launched last year by President Obama's former Chief Analytics Officer - to provide insights into corporate and political ad campaigns.

The new deal will see Rentrak's census-based TV viewing information integrated into Targeted Victory's voter registration files and multiple voter segments.

Michael Beach (pictured), co-founder of Targeted Victory and former National Victory Director at the Republican National Committee, comments: 'In 2014, over 50% of likely voters are screen agnostic, and campaigns can't be certain where they're watching video. Through our partnership with Rentrak, the right messaging lands on every screen - reaching even the most elusive audiences.'

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