MUMBAI: Rentrak has inked a TV ratings and automotive segmentation agreement with Discovery Communications.

Discovery will adopt Rentrak's TV ratings and IHS Polk Automotive data, providing more comprehensive measurement of advertising campaigns running on Discovery's portfolio of networks.

"Rentrak's automotive data will increase our ability to deliver custom insights, targeting, and accountability measures to our clients," said Discovery Communications senior vice president, market research, ad sales Beth Rockwood.

"Rentrak is pleased that Discovery Communications is joining the growing list of network groups subscribing to our TV services. We look forward to being a strong partner for their networks," said Rentrak CEO and vice chairman Bill Livek.