TRA adds ION Media to its broadcast network client list
US— Media marketing and analytics software company TRA has sealed a new software licensing agreement with ION Media Networks for media research, sales and planning.
Under the agreement ION will gain access to unique viewer data, consumer packaged goods (CPG) and automotive purchaser data and behavioural insights generated by TRA’s Media TRAnalytics software suite. ION’s portfolio includes kids’ channel Qubo and ION Life, a channel about “active living” and personal growth.
It will utilise big-data technology with TV and consumer data from purchases covering 45 consumer brands and five media agencies, as well as 28 cable and broadcast networks.
The advertising ROI researcher TRA secured a patent for using purchase behaviour to target TV ads. CEO Mark Lieberman (pictured) said the patent reflected TRA’s “mission to be innovators in this space” as well as the importance of protecting consumers’ privacy.