TRA and Extend Leading TV Insights to Online Video

Partnership Improves Reach and ROI for Brands

Sep 15, 2011, 10:00 ET from TRA, Inc.

NEW YORK, Sept. 15, 2011 /PRNewswire/ -- TRA, Inc., well known for providing the industry's proven solution for increasing the ROI of television advertising, announced today that will be the first to offer TRA's Purchaser Targets for the Internet to online video advertisers. Brands and agencies can access these targeted segments through the for Advertisers product suite, as well as via the Marketplace.

Until now, brand advertisers looking to make the move into online video have struggled to evolve beyond age-sex buying segments, which can be limiting indicators of shopping behavior. With TRA's patented single-source methodology, which matches anonymized TV tuning data with the actual purchasing data of 60 million households, buyers can use video to increase the reach and frequency among actual product purchasers. This allows advertisers on the platform the unique opportunity to offset inefficiencies in their TV schedules by 'filling-in' audiences or off-air weeks with precise, focused online video buys. Because TRA measures TV exposure as well, ad buys can be automatically placed to increase the reach of purchasers who were not adequately reached by the brand's TV campaign. To further drive accountability and demonstrate the efficacy of this joint offering, and TRA will conduct ROI studies that track back to actual in-market sales lifts.

"'s partnership with TRA is part of our ongoing commitment to providing clients with a more integrated, TV-centric approach to buying online video," said Toby Gabriner, president of "The beauty of TRA's methodology is that it overlays personal purchase history and therefore is a much better predictor of future purchase patterns. This type of measurement is invaluable to advertisers and is a first in our industry."

"TRA clients have proven and presented at ARF conferences that they are enjoying increased TV ROI by using TRA's solution to reallocate their TV spend. Now TRA metrics have been adapted to increase the proven ROI of the Internet," said Mark Lieberman, Chairman and CEO of TRA. "TRA looks forward to working with to help drive significant increases in Internet ROI for their advertising customers."

About TRA, Inc.

TRA, Inc. ( is a media marketing and analytics software company whose products help advertisers, agencies and television networks improve advertising targeting, accountability and return on media investment. TRA's Media TRAnalytics® is a web-based platform that matches the TV advertising households actually receive with the products the same households actually buy, enabling TRA's clients to find "The Right Audience®" while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. Licensed users of Media TRAnalytics® include 4 of the top 10 advertisers, 45 of the top 100 brands, as well as the top agencies and networks. TRA's investors include Intel Capital, Kodiak Venture Partners, WPP and Arbitron. TRA is the recipient of the BeyeNETWORK's 2009 Vision Award for Business Impact in Analytics. TRA is certified under ISO 27001, the information security management system standard published by the International Organization for Standardization (ISO) designed to ensure security controls for protecting information assets. TRA owns U.S. Patent No. 7,729,940, entitled "Analyzing Return on Investment of Advertising Campaigns by Matching Multiple Data Sources" and U.S. Patent No. 8,000,993, entitled "Using Consumer Purchase Behavior for Television Targeting."

About builds the technology that makes buying and selling video advertising simple and efficient. The company's products – for Advertisers, for Publishers and the Marketplace – work in harmony to connect video advertising buyers directly to sellers on a single platform. The Marketplace is the industry's largest video marketplace for premium publishers and brand name advertisers, with over 6,500 sites selling inventory and hundreds of campaigns running daily. Based in San Mateo, CA and with sales offices in New York, Los Angeles, Chicago, Seattle and London, is privately held and backed by Bessemer Venture Partners, Gemini Israel Funds, Redpoint Ventures and Spark Capital. For more information, please visit

Contact for TRA, Inc.
Kyle Giunta

Contact for
Bonnie Berkes
Brandware Public Relations
770-649-0880 ext. 304