Rachel Herbstman always had an interest in advertising and psychology and discovering, as she explained, "why people make the decisions that they make and how brand packaging and commercials impact decisions."  Her first job out of college was in performance-based buying at a DR agency, "focusing on performance-based KPIs, as well as branding and efficiency," and then on to Modi Media, a division of GroupM.  "It was one of the only agencies that had a centralized unit for advanced TV," she noted.  In her current role as Senior Director of Platform Analytics at Cadent, she is able to fully explore her interest in consumer behaviors through the use of granular data.

There are many variables we've identified that have an impact -- positive or negative -- on the success of on-demand rentals. We can split these variables into two categories: events we know about and can plan for in advance, and ones that can't be planned for but have an effect on performance.

When a new movie is released on demand, most would assume it would compete with other recently released movies in the same genre. An action movie starring Dwayne "The Rock" Johnson would absolutely compete with a new Vin Diesel action release. But the competition doesn't end with the obvious head-to-head titles. Rather, the laundry list of competing rental "opponents" only starts there.