Donovan Data Systems and Rentrak Collaborate to Bring New TV Metrics to Agencies

Donovan Data Systems and Rentrak Collaborate to Bring New TV Metrics to Agencies

--Deal Paves the Way for the Integration of Rentrak's Television Viewer Measurement Databases of National TV Networks, Local TV Stations and On-Demand TV with Donovan Data Systems--

NEW YORK and PORTLAND, Ore., Feb. 23, 2011 /PRNewswire/ -- Donovan Data Systems (DDS), the advertising industry's leading systems and software provider, today announced an enterprise-wide deal with Rentrak, the leader in multi-screen measurement serving the advertising, television and entertainment industries. Under the agreement, Rentrak's TV Essentials, StationView Essentials and OnDemand Essentials databases will be integrated with DDS, providing advertising agencies with the tools they need for more targeted planning, buying and ad posting on behalf of their clients. The first product to market will include TV ratings for highly targeted networks, a currently under-served sector of the industry.

"Rentrak's relationship with DDS is an advertising industry first. The results from over 80 million set-top-devices for video-on-demand (VOD) and the results of American's TV viewing from their set-top devices will be integrated with DDS systems. Additionally, the partnership will open up the buying systems of agencies to include, for the first time, information for highly-targeted networks," said Bill Livek, CEO of Rentrak. "We're proud to be working with industry leader, DDS, as our relationship will give all agencies and their advertisers speedy access to Rentrak information through the DDS platform. Agencies will now be able to plan, buy and post VOD to linear television both locally and nationally, using Rentrak's TV database currency."

"Our integration with Rentrak is timely, bringing our clients highly valuable data when they need it most and in a place where it's most useful to them. We look forward to partnering with Rentrak on more projects to benefit our mutual clients," said Michael Donovan, worldwide chairman & CEO of DDS.

Rentrak is the television ratings database currency that measures all networks at a granular level in 210 markets across the United States. The service incorporates data from over 17 million televisions and is the only fully integrated system of detailed satellite, telco and cable TV viewing data commercially available that integrates TV viewing information with consumer segmentation systems so advertisers can effectively reach their true consumer targets.

About Rentrak Corporation

Rentrak (Nasdaq: RENT) is a global digital media measurement and research company, serving the most recognizable companies in the entertainment industry. With a reach across numerous platforms including box office, multi-screen television, and home video, Rentrak has developed more efficient metrics to be used as alternative currencies for the evaluation and selling of media. Rentrak is headquartered in Portland, Oregon, with additional U.S. and international offices. For more information on Rentrak, please visit www.rentrak.com.

About DDS

Donovan Data Systems (DDS) is the advertising industry's leading systems and software provider. In the rapidly evolving world of media, developments including interactive and addressable television, new types of audience metrics and video-on-demand present new challenges and opportunities for stakeholders. DDS is working in collaboration with clients and partners to identify, analyze and standardize business processes, to ensure that its clients benefit from unmatched execution, efficiency and interoperability with industry players. For more information about DDS visit donovandata.com.

Contacts for Rentrak Corporation:
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Sallie Olmsted / Amanda Bialek
Office: +1 310 854 8124 / +1 310 854 8151
E-mail: solmsted@rogersandcowan.com / abialek@rogersandcowan.com

Contacts for DDS:
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Steve Ellwanger
Office: +1 203 856 8303
Email: steve@presscounselonline.com

Linda Conway
Director Corporate Communications
Office: +1 212 633 5002
Email: linda.conway@dds.net

SOURCE Rentrak Corporation

Rentrak Corporation

CONTACT: Sallie Olmsted, +1-310-854-8124, solmsted@rogersandcowan.com, or Amanda Bialek, +1-310-854-8151, abialek@rogersandcowan.com, both for Rentrak Corporation, or Steve Ellwanger, +1-203-856-8303, steve@presscounselonline.com, for DDS, or Linda Conway, Director Corporate Communications of DDS, +1-212-633-5002, linda.conway@dds.net

Web Site: http://www.donovandata.com

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