TRA Enters Third Round of Investing

In a third round of funding for TRA, Intel Capital has kicked in $10 million to the research firm. TRA, which positions itself as an alternative to traditional ratings by linking TV set-top-box audience data to product-purchase data, plans to use the funding for “market expansion, continued technology innovation, data acquisition and hiring additional key personnel,” the company said Wednesday (May 26) in a press release.

Intel joins existing investors Arbitron and WPP.

“We welcome the support from one of the world’s leading technology companies in Intel,” said Mark Lieberman, chairman and CEO of TRA. “The investment will provide the resources and a great partner for TRA’s next stage of growth as we continue to improve advertising accountability for networks, advertisers and agencies looking to target ‘the right audience’.”

TRA’s research service is based on matching set-top-box data from 1.5 million households with 54 million households participating in grocery shopper loyalty programs to create a panel of 370,000 households.

Since launching two years ago, TRA has signed a number of clients including MTV, CBS, MediaVest and GroupM.

Publish date: May 26, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT