ComScore Merges with Rentrak to Build the ‘iPhone’ of Media Measurement
Two big names in digital audience measurement — comScore and Rentrak — are joining forces. Online measurement firm and Nielsen rival comScore will merge with TV data firm Rentrak in a stock-for-stock deal. The merger makes Rentrak, based in Portland, Ore., a wholly-owned subsidiary of comScore.
As the digital ad industry has grown, comScore has been among the largest online audience measurement players. Rentrak’s set-top-box data has become increasingly relevant to advertisers and their agencies as budgets shift towards media buys that allow for targeting and ad measurement across all media.
The companies see the deal as a merger of complements, and execs indicated there would be limited staff layoffs as a result. Both firms house massive amounts of data about people’s online behavior, television viewing and mobile interactions enhanced by an array of information from third parties.
