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Turner Buys Advanced Rentrak Demo Data

Turner Broadcasting said it signed an agreement that will enable it to use Rentrak advanced demographic data to power its advanced advertising products for certain advertisers.

Rentrak Tuesday agreed to be acquired by comScore, which specializes in measuring online viewing patterns.

The new agreement expands the relationship between Rentrak and Turner, whose products include Targeting Now and Audience Now. Those products are designed to optimize delivery of viewers within an advertiser’s specific marketing target, as opposed to more traditional age and gender based measures.

“We are motivated to continue our investment in advanced measurement solutions for our advertising partners,” said Dan Aversano, senior VP of client and consumer insights, Turner Ad Sales. “As we power those relationships with data agnostic product offerings, this agreement with Rentrak complements those efforts and is our first non-age and gender guaranteed media campaign.”

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.