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GroupM to Use TRA Analytics
In the US, television audience measurement firm TRA, Inc. has concluded a deal with WPP's GroupM, which will use its Media TRAnalytics® to plan, buy and evaluate advertising effectiveness.
TRA's solution, launched in 2008, tracks advertising ROI by matching TV program audiences with the products and brands these audiences buy. The system merges second-by-second measurement of TV viewing from the set-top box data of 1.5 million households with purchasing behavior from shopper card data representing 54 million households.
TRA CEO Mark Lieberman comments: 'We are thrilled to have GroupM join our significant list of industry leading clients. The TRA focus of delivering improved business results for all media players continues to resonate with the industry and we look forward to working closely with GroupM to drive this evolution of improved media analytics.'
TRA (True ROI Accountability for Media) is online at www.traglobal.com .
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