Rentrak Validates Dynamic Advertising Insertion For Video on Demand With Entertainment ID Registry

PORTLAND, Ore., June 5, 2013 /PRNewswire/ — Rentrak (NASDAQ: RENT), the leader in multi-screen measurement serving the advertising, television and movie industries, today announced that it has successfully completed its role in the Dynamic Ad Insertion (DAI) interoperability event (Interop) sponsored by the Entertainment ID Registry (EIDR) and hosted by CableLabs, which demonstrated start-to-finish execution of DAI transactions for Video on Demand (VOD).

During the project, which included participation from NBC, BlackArrow, Canoe Ventures, Vubiquity (formerly Avail TVN), EIDR and Ad-ID, Rentrak provided third-party confirmation of accuracy and timeliness of the DAI transactions for Video on Demand by using its Ad Essentials service.

“We sponsored the Interop and Rentrak’s contribution was a crucial component,” said Don Dulchinos, who serves as EIDR’s executive director and CableLabs Interop Director. “Advanced forms of media advertising delivery have little value unless they can be measured, and Rentrak is an expert in precise measurement, and a long time active member of the EIDR ecosystem.”

“Our participation in this project once again shows what an asset Rentrak’s independent third party OnDemand Essentials measurement service can be in providing vital and timely information to the VOD industry,” said Cathy Hetzel, Corporate President and President of Advanced Media & Information at Rentrak. “We tracked participants as they moved data from one system to another and in doing so demonstrated the viability of DAI as a valuable and measurable on demand sales asset.”

“This project proves yet again the value of incorporating industry-standard coding mechanisms so that the buyers, sellers and facilitators of electronic media can speak and trade in a common language,” Harold Geller, Chief Growth Officer for Ad-ID, added. “The reports Rentrak produced during this project provided the impartial proof that what the participants said they could do, did work.”

Rentrak’s OnDemand Essentials is the leader in Video on Demand measurement, processing daily, census-level on demand information from over 107 million TVs from 40 cable, telco and satellite providers, as well as from all of the top 25 TV operators offering VOD. More than 170 network and studio clients use Rentrak’s extensive on-demand information.

About EIDR

The Entertainment Identifier Registry Association (EIDR) is a not-for-profit industry association that was founded by Movielabs, CableLabs, Comcast and Rovi to meet a crucial need across the entertainment supply chain for universal identifiers for a broad array of audio visual objects. For more information, please visit

About Ad-ID

Ad-ID is the industry standard for identifying advertising assets (broadcast, print and digital) across all media platforms. The Ad-ID system was developed by the American Association of Advertising Agencies (4A’s) and the Association of National Advertisers (ANA) in 2003. Ad-ID serves more than 800 clients including the largest advertisers and advertising agencies in the world. Ad-ID was named Media Supplier of the Year by Media Magazine in 2012. For more information, visit

About Rentrak

Rentrak (NASDAQ: RENT) is the entertainment and marketing industries’ premier provider of worldwide consumer viewership information, precisely measuring actual viewing behavior of movies and TV everywhere. Using our proprietary intelligence and technology, combined with advanced demographics, only Rentrak is the census currency for VOD and Movies. Rentrak provides the stable and robust audience measurement services that movie, television and advertising professionals across the globe have come to rely on to better deliver their business goals and more precisely target advertising across numerous platforms including box office, multiscreen television and home video. For more information on Rentrak, please visit



Contact for Rentrak:
Antoine Ibrahim
Office: 646-722-1561
E-mail: [email protected]

SOURCE Rentrak

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