Rentrak, Comscore merger to reshape media landscape

VARIETY: The merger between the two media measurement giants is expected to provide a formidable challenge to Nielsen as a provider of viewer watching data.

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The deal folds Rentrak, which measures video-on-demand, movie box-office and set-top box data that tell how people watch TV, within ComScore, which measures consumer web activity. Executives from the company said they will move quickly to offer advertisers a way to gauge how viewers consume video entertainment, no matter whether they use a movie screen, TV, desktop computer or mobile device.

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