NEWS26 May 2010

Intel leads Arbitron and WPP in $18.2m TRA funding

Financials North America

US— Intel Capital, Intel Corporation’s global investment arm, has invested $10m in TRA, which runs a combined TV viewing and purchase database to measure ROI for advertising spend.

The investment is part of an $18.2m Series C round of funding, which was led by Intel and included contributions from existing investors Arbitron and WPP.

TRA said that the cash will be used to fund market expansion, technology developments data acquisition and hiring additional key personnel.

Intel Capital president Arvind Sodhani said: “Media is driven by advertising and advertising in the 21st Century is driven by data, By leveraging connectivity, analytics and database technologies, TRA’s solutions align with Intel’s goal of discovering new and innovative technological solutions that have the potential to redefine traditional vertical industry ecosystems.”

Arbitron first put money into TRA last year while WPP – through Kantar Media Research – started backing the firm in 2007 while TRA was still in stealth mode.

TRA CEO Mark Lieberman (pictured) said: “The investment will provide the resources and a great partner for TRA’s next stage of growth as we continue to improve advertising accountability for networks, advertisers and agencies looking to target ‘the right audience’.”