Rentrak buys iTVX

The company said its acquisition of iTVX “advanced its mission of revolutionising the way advertisers, agencies and networks use Rentrak’s census-level information to precisely measure brand entertainment”.

For the last two years, Rentrak and iTVX have worked together to produce measurement analytics that aim to provideinsights and solutions for branded entertainment initiatives across all delivery platforms.

“Combining Rentrak’s TV ratings from more than 25m TVs and every movie screen in the world with iTVX analytics, we provide advertisers, broadcasters and content creators with the most precise measurement for any of their branded entertainment initiatives,” said iTVX’s CEO Frank Zazza.