google does the software for vod and keeps the movies on its servers. rentrak has an agreement with cbs to keep track of any content they show over the net. so i am assuming (notice assume) that rent is a way to play googles growth in iptv or video downloads because somebody has to be the "nielsens" of this internet vod model. cbs can use googles servers or their own to play old movies to the public. i dont see any of them using their own tracking system since the advertisers are not going to trust their numbers. rent has contracts with the mso's and are suppose to be ramping them. not sure how long that takes either but no revenue has shown up yet from this
somebody has to be a 3rd party verifier of googles biz model when it comes to tracking viewership.