NEWS8 March 2011

MarketShare and TRA strike reselling agreement

M&A North America

US— Media measurement firm TRA and marketing analytics agency MarketShare have agreed a deal that will see each company market the other’s products to clients.

Services covered under the agreement include MarketShare’s cross-media analytics and optimisation software, and TRA’s ad effectiveness measurement tool, which combines TV viewing data with purchase data.

Wes Nichols, MarketShare’s co-founder and CEO, said: “TRA has consummate and unmatched knowledge with respect to single-source analytics, bringing unique depth of knowledge around the real-time impact of television. Combined with our predictive and cross-media analytics engine, the results create powerful, predictive solution for our clients.”