TRA, Inc.
| Company type | Private |
|---|---|
| Industry | Media and marketing analytics |
| Founded | 2008 |
| Founder | Mark Lieberman, Bill Harvey |
| Fate | Acquired by TiVo |
| Successor | TiVo |
| Headquarters | New York City , United States |
| Products | Media TRAnalytics platform (TAM, TTI, ROI reports) |
| Owner | TiVo |
| Parent | TiVo |
TRA, Inc. (The Right Audience) is a company specializing in media and marketing analytics that connects television advertisements to consumer purchasing behavior. Headquartered in New York City, it was established in 2008 by Mark Lieberman and Bill Harvey. In July 2012, TiVo acquired TRA for around $20 million. Prior to this acquisition, the company received investments from Kodiak Venture Partners, Intel Capital, and Arbitron.
Products
TRA's Media TRAnalytics platform delivers essential insights for TV advertising campaigns: 1. The TRA Television Audience Measurement (TAM) report offers detailed, anonymous, second-by-second TV viewership data at the census level, combined with household demographic information. TAM encompasses reports such as Advertising Media Exposure (AME), Audience Retention (AR), and Reach Frequency (RF). 2. The True Target Index (TTI) Report assists advertisers in selecting programs that maximize engagement with prospective buyers for targeted marketing efforts. 3. The Return On Investment (ROI) Report analyzes which audience segments, creative assets, networks, dayparts, program genres, and ad frequency yield the highest ROI to enhance future media strategies.
These analytics empower advertisers, television networks, and agencies to evaluate the impact of creative content and understand how variables like programming context and broadcast timing influence campaign effectiveness.
Privacy
TRA utilizes a patent-pending blind matching technology operated by a third party, ensuring that TRA itself never accesses personal identifiers such as names or addresses. This privacy framework has been endorsed by experts in telecommunications privacy as well as organizations dependent on stringent data protection standards. TRA is among a select group of 65 U.S.-based companies certified under ISO/IEC 27001, the globally recognized standard for information security management systems. Additionally, the company holds several U.S. patents related to linking consumer purchase data with television targeting information to measure advertising ROI.
External links
- Internet & New Media: TRA Inc., Kodiak VP
- TV Week, TRA Data Links Shows With Consumers – January 28, 2009
- Broadcasting & Cable News, Audience Metrics Aim to Leap Frog Web Buzz – June 7, 2008
- CFO, Why Do They Buy? – June 2008
- Multichannel News, TRA Builds 370,000 Household Database Signs Discovery as Client – November 9, 2008
- Multichannel News, TRA Takes Set Top Data to the Store – June 22, 2009
- Advertising Age, MediaVest is Looking for Brand Swingers – July 1, 2009