TiVo shifts focus to analytics, pays $20M for TRA
Summary
On Tuesday, Alviso, Calif.-based TiVo announced its $20 million purchase of TRA Inc., a technology company lauded by TV networks and their advertising clients for its work in developing so-called “single source” audience research. In a nutshell, TRA matches the actual purchasing behavior of 1.5 million U.S. homes to the advertising they’re exposed to on TV. Madison Avenue has sought this kind of research capability since the advent of the internet, and TRA has been among the closest to making it a reality. Also read: New TiVo box takes on Slingbox, streams to tablets With TiVo’s cash resources, not to mention its installed base of advanced set-tops, TRA can now compete with top-level audience research companies like Nielsen and Rentrak. “TiVo understands that the existing measurement tools, which haven’t kept up with advances in technology, just don’t get the job done.” TRA has raised $31.7 million in funding from sources including Kodiak Venture Partners, WPP, Intel Capital and Arbitron.
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