TRA Hires Trio to Ramp Up Technology Solution

In New York, media measurement firm TRA has appointed three media and technology executives to help expand its client relationships. The firm has also added media economist Jack Myers to its Advisory Board.

Launched two years ago, the firm's patented Media TRAnalytics solution currently matches TV data from 1.5 million households with purchase data from 54 million households to create a single source database of around 370,000 households. Investors include Intel Capital, Kodiak Venture Partners, WPP and Arbitron.

Fariba Zamaniyan joins as Senior Vice President of Sales, with more than 10 years' research analytics and domain expertise. She was previously SVP at The Nielsen Company where as an Analytic Consultant and Partner, she advised national TV campaigns for pharmaceutical manufacturers. Prior to this, she was a VP at Ipsos North America.

Bob Pares - formerly VP of Audience Research & Measurement - Sales at TiVo - takes up the role of SVP Network Sales, to build on TRA's relationships with broadcast and cable networks. Prior to TiVo, he was SVP at GfK NOP where he managed consulting services for the Roper Reports research program.

Jonathan Sims was previously a Consultant to Microsoft and led corporate research as Comcast Spotlight's VP Research. In his new role as VP Product Management, he will work closely with TRA's engineering team, sales force and customers.

New Advisory Board member Myers is the founder of M.E.D.I.Advisory Group, which works with media firms, agencies and marketers to develop and implement investment and growth strategies. He began his career with the out-of-home division of Metromedia, was a Sales Manager at ABC-FM Radio, and Director of Marketing, Business Development and Research at CBS-TV.

'TRA continues to attract strong and experienced executives as we help our clients improve advertising accountability and ROI on ad spending,' stated Chairman and CEO Mark Lieberman. 'We are excited that Bob, Fariba and Jonathan have joined the team and are looking forward to Jack sharing his renowned expertise on our Advisory Board.'

Web site: www.traglobal.com .