I have to admit that I was surprised by the news that comScore was acquiring Rentrak. While I expected more consolidation in the media measurement space, I didn't envision that it would be two big players joining forces but rather the continued ingestion of smaller companies by larger companies. This acquisition is not only a brilliant tactical move, it is also strategic: It might finally move analytics and insights in such a way that the industry shifts from the proxy metric of age and gender and into a more standardize-able cross platform measurement.
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