TiVo purchases media marketing and analytics software company, TRA, for a cool $20 million

TRA, a media marketing and analytics company gets scooped up by TiVo for $20 million.

@anthony256
Published Wed, Jul 18 2012 12:26 AM CDT   |   Updated Sat, Aug 8 2020 10:29 AM CDT

The company behind that very popular digital video recorder, TiVo, announced that they have agreed to acquire media marketing an analytics software company, TRA. The deal will see TiVo pay approximately $20 million for TRA.

TiVo purchases media marketing and analytics software company, TRA, for a cool $20 million | TweakTown.com

TRA offers a platform that matches 2 million households of TV-tuning data with consumer purchase data, which enables its clients to find the program audience that actually buys the advertised products. In a nut shell, they improve TV advertising effectiveness, which is why TiVo is very interested in them, and plonking down $20 million for them.

Once the acquisition is complete, TiVo have said they will create a new unit called 'TiVo Research and Analytics' (TRA). Works out well, don't you think? This new unit should be opened later this month, when the deal is closed.

NEWS SOURCE:thenextweb.com

Anthony is a long time PC enthusiast with a passion of hate for games built around consoles. FPS gaming since the pre-Quake days, where you were insulted if you used a mouse to aim, he has been addicted to gaming and hardware ever since. Working in IT retail for 10 years gave him great experience with custom-built PCs. His addiction to GPU tech is unwavering.

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