Rentrak and Concurrent have entered into a partnership that they said will be the first full-scale approach to collecting data across three screens.

Concurrent will collect and correlate multi-dimensional data across multiple services while validating the integrity and timing of the data at the source level.

For its part, Rentrak will ingest the consolidated data in real time and apply its measurement, analytics and reporting services across operators for networks and advertisers.

The end result is expected to be a near-real-time, 360-degree view of video and advertising consumption patterns, which would lead to a better return on advertising investments.

“Rentrak and Concurrent have collaborated indirectly for a long time, and we are excited to solidify our commercial and technological partnership for the mutual benefit of our customers,” said Sandra Kilbridge, vice president of operations for the Advanced Media and Information (AMI) division at Rentrak. “This partnership with Concurrent further strengthens Rentrak’s position as a key player in multi-platform audience measurement for VOD and linear television.”

Financial terms of the partnership weren’t disclosed.