TRA adds Nielsen to its analytics platform

The media marketing and analytics software subsidiary of digital recorder firm TiVo has signed an agreement to make certain Nielsen data available as a parallel resource within TRA’s web-based analytics system.

The Media TRAnalytics platform matches set-top box data with purchasing data from households in a bid to help advertisers find the right TV audiences to market to based on actual consumer purchase behavior.

CEO of TRA, Mark Lieberman said: “By providing access to certain ratings data along with our far more granular purchaser insights, we have made our customers’ jobs significantly easier and we are excited that this addition to our system will further improve media buying, selling and execution.”