Thursday, January 13, 2011

Rentrak Selling The "Who" When It's The "What" That Is Important

A recent report tells us that Rentrak will soon be adding a new batch of demographic data as an add-on to the household-level, set-top box data, that it has been providing.

Two hundred additional demographic breakdowns will be offered.

In other words, more info as to who is watching when.

Rentrak also offers second by second, view duration data. This data tells us what the who is doing. For example, how long did they watch each commercial.

Yesterday, the ANA released a study that said what advertisers wanted more than anything else is accountability.

Accountability isn’t so much an issue of who.

Accountability is an issue of what.

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