Alviso-Based TiVo to Acquire TRA for $20 Million

Alviso, Calif. -- TiVo, the Alviso-based developer of digital video recorders and programming services, said it will pay approximately $20 million to acquire New York-based TRA, developer of a platform designed to help advertisers by linking information about what viewers watch with what they buy. The deal is expected to close later this month. TiVo, which plans to launch a new unit called TiVo Research and Analytics, said the acquisition will significantly bolster its position in the television analytics business. "With this new level of unique audience insights and analytics, TiVo will be able to provide insights nobody else has in an industry increasingly seeking alternative ways to measure audience behavior accurately while increasing efficiencies in media spending," said Tom Rogers, the president and CEO of TiVo. TRA has more than 45 brand clients and 27 network clients including CBS, A&E Television Networks, ION Media, Procter & Gamble, Oscar Mayer and Starcom MediaVest Group.
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