Mobile Web data from comScore will be combined with TV-viewing data from Rentrak in an initiative launched by IPG Mediabrands. Experian Marketing Services has been signed to build a system that incorporates the two data streams to provide for better planning of TV, Web and mobile ad campaigns. "In the same household where someone is watching 'Modern Family,' you also have usage of Morningstar.com or Edmunds.com, which shows a strong tie of people who watch certain TV shows having a particular set of online behavior," said Evan Goldfarb, Rentrak's senior vice president of sales.

Related Summaries