Digital measurement company ComScore yesterday (30 September) announced it is to merge with Rentrak Corporation – an outfit that touts its ability to measure set top box viewership habits – in a deal which many say makes it a serious contender with rival measurement outfit (and some would say industry incumbent) Nielsen. The Drum’s digital editor Ronan Shields asks how this is likely to affect its relationships outside of the WPP fold.
The deal, a stock-for-stock merger, is expected to close in 2016, and it values Rentrak at $827m – comScore is estimated to be around the $1.7bn mark Read full story ›
Source: The Drum
Industry News