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Rentrak and SeaChange Partnership to Enhance On-Demand TV Advertising


Companies To Provide Seamless Process For Dynamic Video-On-Demand Ad Insertion, Verification and Reporting

PORTLAND, OR & ACTON, Mass. - Rentrak Corporation (NASDAQ:RENT) the leader in on-demand measurement together with SeaChange International, Inc. (NASDAQ: SEAC), the leading provider of video-on-demand, digital advertising and IPTV software, systems and services, today announced a partnership agreement to enable seamless video-on-demand (VOD) ad insertion and advanced measurement and reporting at the ad and campaign level. The partners will integrate solutions to dramatically improve the ability of MSOs, networks and advertisers to monetize VOD advertising on a regional and national basis.

The partnership will leverage SeaChange’s AdPulseTM On Demand software, which manages real time dynamic content insertion into on-demand streams and the reporting and verification of advertising as measured by Rentrak through the company’s OnDemand Ad EssentialsTM service. OnDemand Ad Essentials will measure view time, trick mode usage and reach and frequency for ads delivered through AdPulse.

A result of direct integration work between the two companies, this level of interoperability creates a straightforward process for dynamic VOD ad insertion, verification and reporting, bridging the gaps between VOD operations and ad operations. Rentrak and SeaChange are providing a turnkey solution for MSOs, networks and advertisers to leverage ad-supported VOD programming in order to increase revenue. Rentrak’s OnDemand Ad Essentials can be immediately deployed in parallel with SeaChange’s AdPulse system providing accurate and timely reporting from an independent third party per standardization guidelines for VOD advertising set forth by the American Association of Advertising Agencies (AAAA).

“Innovative partnerships of this kind will offer advertisers and agencies improved advertising target ability. We look forward to working to integrate Ad-ID, the only advertising asset coding system supported and authorized by the 4A’s and the Association of National Advertisers (ANA) across all media, into solutions that emerge from this partnership,” said Harold S. Geller Managing Director , Ad-ID LLC, and senior vice president Cross-Industry Workflow, 4A’s.

“As the industry leader in dynamic ad insertion in VOD, we are constantly seeking to empower the overall ecosystem with data and reports collected by our gear,” said Alan Hoff, vice president of product marketing, SeaChange. “Our partnership with Rentrak will allow our customers to deploy the most accurate independent third party ad delivery verification.”

“Rentrak continues to play an increasingly important role in targeted and advanced advertising measurement,” said Sandra Kilbridge, vice president of operations, Advanced Media and Information (AMI) division at Rentrak. “As the library of VOD content available continues to increase, the unique combination of SeaChange’s AdPulse system with Rentrak’s measurement model makes dynamic ad insertion a scalable reality.”

Both Rentrak and SeaChange will have booths at the 2009 NCTA Cable Show in Washington, D.C., and are available to discuss this exciting collaboration. Please visit Rentrak booth #3009 and SeaChange booth #825 for more information.

About Rentrak Corporation
Rentrak Corporation, based in Portland, Oregon, is an information management company serving clients in the media, entertainment, retail, and advertising industries. The company’s Entertainment Essentials™ suite of services is redefining media measurement in the digital broadband era. Entertainment Essentials provides customers with near-real time, actionable insight into performance of content distributed over a wide variety of modern media technologies. Available by license or subscription, each Entertainment Essentials application allows executives to analyze detailed industry-wide and title-specific data to make decisions that enhance the bottom line and provide competitive advantage. For further information, please visit Rentrak’s corporate Web site at

About SeaChange
SeaChange International is a leading provider of software applications, services and integrated solutions for video-on-demand (VOD), digital advertising, and content acquisition monetization and management. Its powerful open VOD and advertising software and scalable hardware enable cable and telco operators, as well as broadcasters, to provide new on-demand services and to gain greater efficiencies in advertising and content delivery. With its Emmy Award-winning and patented technology, thousands of SeaChange deployments are helping broadband, broadcast and satellite television companies to streamline operations, expand services and increase revenues. Headquartered in Acton, Massachusetts, SeaChange has product development, support and sales offices around the world. Visit


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