Rentrak (RENT) soared to a record in the middle of January after the announcement it had secured its first deal with a major broadcaster. The deal was with CBS, which signed a TV Essentials contract with Rentrak to use its Advanced Demographics service. It also includes a subscription with CBS Sports Network.
The primary purpose of the agreement is to measure how effective the ads on CBS are.
What is most important in this deal, and why the share price of Rentrak soared to the level it did, was without a doubt the assumption by investors that this is probably just the beginning of market penetration of the big broadcasters. To this day, Nielsen (NLSN...
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