TRA, Inc.

TRA, Inc. (The Right Audience) is a media and marketing measurement company that matches the advertisements households receive with the products they buy.

[2] Prior to the TiVo sale, TRA's investors included Kodiak Venture Partners, Intel Capital, and Arbitron.

TRA’s Return On Investment Report (ROI) Report is used to post-evaluate which elements (targets, creative, networks, dayparts, program types, programs, frequency levels) produced the highest ROI so that the next media plan can allocate more heavily to the most productive elements.

These reports tell advertisers, networks and agencies the relative strengths and weaknesses of different creative executions, and how such variables as program environment, time slots, and pod position impact their ROI.

7,729,940, entitled “Analyzing Return on Investment of Advertising Campaigns by Matching Multiple Data Sources”; U.S. Patent No.