MUMBAI: Turner Broadcasting has inked an agreement with Rentrak around its Advanced Demographics that will power data for select advertisers around Turner's suite of advanced advertising products.

As was earlier reported by Indiantelevision.com, Rentrak has entered into a merger agreement with comScore, which measures online viewing patterns.

This agreement, an expansion to an ongoing relationship between the two companies, includes Turner Targeting NOW and Audience NOW, advanced advertising products designed to optimise audience delivery to an advertiser's specific marketing targets, moving away from traditional age and gender-based guarantees.

"We are motivated to continue our investment in advanced measurement solutions for our advertising partners. As we power those relationships with data agnostic product offerings, this agreement with Rentrak complements those efforts and is our first non-age and gender guaranteed media campaign," said Turner Ad Sales SVP - client and consumer insights Dan Aversano.

"We look forward to expanding our partnership with Turner Broadcasting and powering its cutting edge audience services. Rentrak has emerged as integral currency in buying and selling media," added Rentrak SVP - national television sales Carol Hinnant.