comScore and Rentrak merger complete

comScore announced that it has completed a merger with Rentrak and that the two are now one as the “new comScore”.The company says it will use massive data scale to establish “new currencies” for understanding consumers’ multiscreen behaviour, and provide a more precise understanding of brand and consumer behaviour."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."In an apparent swipe at Nielsen’s surveys, comScore president Bill Livek says that media “can no longer be measured with samples in the thousands of households or individuals. The solutions our customers need must be based on unifying and making actionable massive amounts of information they can use as both a currency and to better manage their businesses. Our joint cultures have been living and breathing this mission from our companies’ inceptions.”comScore says it can combine demographic and census-based information from Rentrak with behavioural data from its heritage digital measurement business. Both companies measure digital, TV set-top box, movie screens and demographic data. And together, the new company reports in more than 75 countries.