comScore completes Rentrak merger | News | Rapid TV News
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comScore has completed its merger with Rentrak in a deal that will create a cross-platform measurement company built on the analysis of audiences, brands and consumer behaviour at scale.

“This merger brings together two great entrepreneurial companies that invented their respective fields and their respective trusted currencies,” said Serge Matta, CEO of comScore. “Both have been driven to create innovative technology platforms that use massive data scale to measure increasingly fragmented consumer behaviour. Together these two principal architects of the multiscreen future will deliver the cross-platform currencies that have been demanded for so long.”

The companies’ combined data sets include digital, TV set-top box, movie screens and demographic information with the video behaviour of millions of individual consumers.

In the United States, comScore will now be measuring behaviour on more than 260 million desktop screens, 160 million mobile phone screens, 95 million tablet screens, 40 million television screens, 120 million video-on-demand screens, and 40,000 movie theatre screens, representing well over a hundred million movie-goers.

“The cross-platform world is changing rapidly and this change demands relentless inventiveness, agility, and collaborative intelligence,” added Matta. “These are qualities on which both companies have built their success. This proven ability to precisely measure extremely fragmented, dynamic audiences in dramatic, innovative ways - and to quickly report on it - has provided the insights that allow our clients to act with great competitive advantages.”