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TRA Announces Roll Out of New Optimizer in Media TRAnalytics® Software Platform

TRA Inc., a leading media marketing and analytics software company, today announced a significant new feature within its patented Media TRAnalytics® platform which enables brands and media sellers to use single-source consumer purchase data to deliver unmatched return on investment for television advertising. The cornerstone of this new release is Optimizer 3.0 which allows users to plan a media schedule against any consumer purchaser target while optimizing the reach, cost, and frequency desired.

TRA’s Media TRAnalytics® 3.4 responds to advertiser and agency client requests for reach optimization among consumer purchaser targets to be streamlined into the industry’s processes for media planning and buying. This new version of Media TRAnalytics® also includes enhanced user interface design as well as performance and functionality enhancements for importing reports into third party formats.

“This is the first Optimizer to use massive samples of TV Set Top data with actual reach and frequency of consumer purchase targets at the program level as opposed to modeled reach at the daypart level,” said Mark Lieberman, CEO and co-founder, TRA, Inc. “We are excited that our clients are implementing TRA purchaser targets into their planning and buying processes to increase the return on investment for television advertising.”

Utilizing Big Data technology with TV and consumer data from millions of CPG, automotive and pharmaceutical purchases, as well as a growing number of client specific CRM databases, TRA’s solution is now being used by 45 major consumer brands, five agencies, as well as 25 major cable and broadcast networks.

About TRA, Inc.

TRA, Inc. ( is a leading media marketing and analytics software company whose products help advertisers, agencies and television networks improve advertising targeting, accountability and return on media investment. TRA’s web-based Media TRAnalytics® platform matches the TV advertising households actually receive with the products the same households actually buy, enabling TRA's clients to find “The Right Audience®” while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. Licensed users of the Media TRAnalytics® platform include 4 of the top 10 advertisers, 45 of the top 100 brands, as well as the top agencies and networks. TRA's investors include Intel Capital, Kodiak Venture Partners and Arbitron. TRA is certified under ISO 27001, the information security management system standard published by the International Organization for Standardization (ISO) designed to ensure security controls for protecting information assets. TRA owns U.S. Patent No. 7,729,940, entitled “Analyzing Return on Investment of Advertising Campaigns by Matching Multiple Data Sources”; U.S. Patent No. 8,000,993, U.S. Patent No. 8,060,398 and U.S. Patent No. 8,112,301, all entitled "Using Consumer Purchase Behavior for Television Targeting.”

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