Film and television measurement specialist Rentrak is to acquire the US TV measurement business of WPP’s Kantar Media for $98m in Rentrak common stock. WPP will then spend a further $56m to bring its overall share of the US-based firm to 16.7%. The deal gives WPP’s GroupM agencies full access to Rentrak audience data. WPP may also purchase Rentrak shares on the open market, to a maximum total holding of 20 percent.
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