Intel Leads $18.2M Round For Media And Marketing Research Company TRA

Intel Capital is investing $10 million in TRA (which stands for ‘True ROI Accountability for Media’), a media planning, measurement and analytics software company. Funding for the investment comes from the $200 million Intel Capital Invest in America Technology Fund.

Intel’s capital injection is part of an $18.2 million Series C round, which includes participation from existing investors Arbitron and WPP.

TRA will use the funding for market expansion, data acquisition and to ramp up recruitment.

TRA provides a Web-based business intelligence platform called Media TRAnalytics, which enables advertisers, agencies and media organizations to enhance marketing accountability and measurement by matching 1.5 million households of TV data with 54 million households of purchase data for what it touts as the largest single-source database — 370,000 households.

In TV, TRA uses tuning data from set-top boxes, household purchase data from scanner cards and advertisers, and household demographic data. TRA’s ASP platform collects, measures, integrates, analyzes, and creates customized reports for each advertiser.

TRA’s database currently contains consumer packaged goods data, but the company says it will be loading additional purchase data in the future (such as pharmaceutical, automotive, consumer electronics and financial services purchase data).

The company was launched 2 years ago.