Planning and Buying TV

Rentrak Cracks Donovan: Deal Is First To Bring TV Set-Tops To Agency Desk-Tops.

In a move that could make planning and buying via digital TV set-top data a reality for many big agencies and their clients, Rentrak has cut a deal to integrate its set-top-based audience estimates into Donovan Data Systems, the company that provides the back office systems and software that power much of what Madison Avenue does, including planning, buying, posting and even paying the media. The deal, which is being announced this morning, is believed to be the first to integrate set-top data directly into the “enterprise” systems that agencies use to conduct business, and could have a profound effect on the way agencies treat the data, especially for highly-targeted niche TV networks that are not currently measured by the Nielsen Co.

Read more: http://bit.ly/g0B7mF

Advertisements

About Ivan Cevallos

Blogger, entrepreneur, strategist, and digital producer. View all posts by Ivan Cevallos

Comments are disabled.

%d bloggers like this: