Starcom Media Group Exchange has signed a four-month deal to get set-top data from Rentrak, MediaDailyNews reports.
According to the article, " ‘[W]hat makes it so exciting,’ says Tracey Scheppach, senior vice president of innovations director at SMGX. ’15 million set-top boxes in the market are getting freed up.’ By comparison, she notes that Nielsen’s current TV sample size is around 12,000."
The article, by our former colleague Wayne Friedman, also says, "This is the second big media agency deal for Rentrak’s National Upfront Package. A week ago, Rentrak struck a similar deal with Zenith Media. Its national upfront package is derived from its Rentrak’s TV Essentials set-top product."
Both Starcom and Zenith are owned by Publicis Groupe.