Rentrak is teaming with branded-entertainment analyst iTVX to allow brands and programmers to see “the full impact” when a TV show uses a brand in a story line or in a demonstration. iTVX will combine Rentrak’s TV Essentials second-by-second TV audience advanced demographics and viewing information with its Branded Engagement metrics to give content providers and advertisers “a new industry standard of branded entertainment measurement for planning and execution, as well as actionable insights for their branded-entertainment campaigns,” it explains…Mobile ad provider Jumptap says that adding third-party data targeting to mobile ad campaigns results in “significant uplift” in click-through rates (CTR), ROI and other performance metrics. As of July, more than half of Jumptap’s campaigns included data targeting, a 500-percent increase since January. Based on 1Q and 2Q data, both the Automotive and Consumer Product Goods (CPG) industries were the highest spenders on the Jumptap network. Other top spending verticals included Consumer Electronics, Finance, QSR, Retail and Travel.

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