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AudienceXpress, a promising programmatic TV advertising platform enabling advertisers and agencies to build audience mixes by aggregating local cable TV advertising avails, has signed an agreement to license audience ratings data from Nielsen rival Rentrak.

AudienceXpress, a division of Visible World, has been developing its own version of a data management platform (DMP) for targeting viewers and the deal with Rentrak will enable it to correlate its audience reach with Rentrak’s digital set-top audience data.

Source: MediaPost

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