Dunnhumby deal to link shopper data with Rentrak’s TV info

Speaking on a conference call with analysts, CEO Bill Livek (pictured) said the tie-up would allow consumer goods advertisers “to make decisions on TV for planning and buying and then measure the effectiveness of those campaigns based on sales performance”.

Livek also disclosed a deal between Rentrak and Havas Edge, a direct response agency, which plans to use Rentrak’s TV viewing data to support its web attribution modelling.

Rentrak will provide Havas Edge with TV viewing information from more than 20 million TVs in over eight million households and Edge will link this information with its proprietary data to help with the targeting and optimisation of direct response ads.