The acquisition of Rentrak by comScore represents “an alternative” approach to Nielsen, says Irwin Gotlieb, Chairman of GroupM, the media buying unit of WPP, in this interview with Beet.TV

WPP has had minority ownership positions in both Rentrak and comScore.  It will have a 16 percent stake in the combined company which could go up to 20 percent.   WPP will not hold a board seat.

We spoke with Gotlieb yesterday after his appearance on a panel on the future of addressable TV hosted by AT&T AdWorks in association with Beet.TV

Gotlieb will be talking about data, analytics and advanced TV at the upcoming Beet Retreat in at the W Fort Lauderdale in November.  He is the keynote speaker.

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