There’s a major shakeup in the measurement world with the news today that comScore has entered into an agreement to acquire TV and film-focused Rentrak.

With Rentrak focused on VOD, box office and set-top box TV data, and comScore a global player in digital measurement, the merger creates a more holistic, cross-platform measurement company that can rival heavyweights like Nielsen in the U.S. and global market.

“The combination will enable the company to introduce a more comprehensive and precise set of solutions for measuring media consumption and advertising across platforms, setting the standard for the next generation of cross-platform measurement solutions,” a joint statement on the proposed merger read.

The deal will see Rentrak merge into a wholly-owned subsidiary of comScore. Serge Matta, CEO at comScore will lead the combined company. Bill Livek, CEO and vice-chairman at Rentrak will serve as EVP and president at comScore.

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