TV advertisers are tapping all sorts of data streams to better improve TV targeting, but that can work both ways. Now TV viewing data from Rentrak will flow to mobile tracking and targeting firm PlaceIQ.The mobile company uses a variety of data sets to segment people who visit specific locations. For instance, it might know people who visited a Mazda dealership are more likely to own an SUV owners or traveled more than 10 miles from home to visit a store.Now, PlaceIQ can layer on Rentrak TV viewing data representing 13 million households, allowing advertisers to extend TV buys to mobile. So, an advertiser buying "Modern Family" could extend a TV campaign to mobile display ads reaching people who watch the show.
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