A cross-country data-sharing agreement between two of the industry’s leading video database companies aims to help their mutual clients — including local TV stations, ad agencies and national sales-rep firms — garner more effective advertising buys.

Multi-screen measurement firm Rentrak Corporation, which serves the advertising, TV and entertainment industries, is teaming with Harris Corporation to integrate Rentrak’s StationView Essentials TV ratings data into a broad range of Harris media software solutions. Portland, Ore.-based Rentrak’s TV-viewing database currency will be integrated into Melbourne, Fla.-based Harris’ OSi-AdConnections broadcast sales software as well as into the Enterprise Agency Suite (EAS) and RepLine advertising software solutions. ??

“Rentrak is very excited to combine the power of our stable and granular TV viewing information with a wide-ranging suite of Harris media software solutions,” says Steve Walsh, Rentrak’s senior vice president/Local Television Sales. “The integration of Rentrak’s TV viewing information with Harris media software will help drive significant additional value for our shared clients on both the sell and buy sides of the transaction, and will further integrate Rentrak data into the DNA of local broadcasters and the agencies and advertisers they serve.”??

Adds Harris Morris, president of Harris Broadcast Communications, “Harris is the only company in the industry with an existing footprint across all key areas of the supply chain. This means we have the unique ability to move Rentrak ratings data into each of our media software products to service the entire supply chain. As a result, Rentrak can better develop new revenue streams with TV stations, ad agencies and rep firms as they make their ratings data services available through our software.”?

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