TiVo acquires ad measurement company

DVR technology company TiVo is acquiring TRA, an advertising software company.

TRA’s platform includes a database that links information from households about what viewers watch with what they buy. TRA matches television exposures from 1.5 million TV homes with specific purchase transactions.

TiVo said the acquisition will give it insights that will offer the TV advertising industry internet-level measurement and accountability in the television analytics business. The unit will be known as TiVo Research and Analytics (TRA).

Tom Rogers, CEO and president of TiVo said, “TV has long been the best medium for advertisers to influence what consumers buy. TRA has proven its platform can determine the effectiveness of TV advertising by connecting the exposure of ads to actual purchases, helping advertisers identify the right audience and get the most out of their ad dollars. TRA has driven a substantial client list of advertisers, agencies and networks with this proposition. 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.”