TiVo buys ad analytics firm TRA to boost TV targetting


TiVo has bought ad analytics company TRA for $20m, as the TV-on-demand service looks to boost its targeting abilities. TRA's Web-based platform analyses real time tuning data combined with household purchase behaviour.

TRA, which stands for "The Right Audience," says that its proprietary technology matches the ads that households receive with the products they buy, allowing marketers to determine the return on investment in their ad spending.

The company says it receives anonymous data from data service providers, and never personal identifiable information, ensuring privacy protection.

TRA has more than 45 brand clients and 27 network clients including CBS Corp., CBSA, A&E Television Networks and Procter & Gamble.

The new unit will be called TiVo Research & Analytics, and the deal is expected to close in July.

The digital-video-recorder company said it expects the acquisition to add to adjusted earnings in the next fiscal year.

"With this new level of unique audience insights and analytics, TiVo will be able to provide insights nobody else has in an industry increasingly seeking alternative ways to measure audience behavior accurately while increasing efficiencies in media spending," said TiVo Chief Executive Tom Rogers.

In recent months, brands have been requesting analytics that link online and video viewing habits with offline activities, like purchases.

In May TiVo reported a fiscal first-quarter loss, though the company recorded subscriber growth.

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