Utilize the input text as a context reference, choose the right relationship between comScore and Rentrak from the options. Options: product/material produced, manufacturer, distributed by, industry, position held, original broadcaster, owned by, founded by, distribution format, headquarters location, stock exchange, currency, parent organization, chief executive officer, director/manager, owner of, operator, member of, employer, chairperson, platform, subsidiary, legal form, publisher, developer, brand, business division, location of formation, creator.

Now CMO Today reports the deal is happening : comScore will acquire Rentrak in an all-stock deal to “build a cross-platform currency,” said comScore Chief Executive Serge Matta, who will lead the combined company.

Answer: owner_of