New York, NY and Los Angeles, CA, March 8, 2011 – TRA, Inc. and MarketShare announced today that the companies, which share a common thread as forward-thinking advertising and marketing analytics leaders, have entered into an agreement to jointly market their solutions to each other’s clients. As part of the agreement, the companies will leverage their strengths, resources, and relationships, working together to provide the best possible outcome for their clients. Specifically, TRA and MarketShare will collaborate to enhance their offering to clients by offering MarketShare’s cross-media analytics and optimization software, as well as TRA’s set-top box and single-source data and analytics.
TRA, Inc. provides the industry’s premium solution for increasing the accountability of television advertising with its patented Media TRAnalytics® software, which matches second-by-second measurement of TV viewing from set-top box data with purchasing behavior. TRA’s innovative single-source measurement allows networks and agencies to leverage purchase behavior to partner with advertisers interested in advertising on the best creative and programming environments for their advertisements while improving ROI on ad spending. TRA’s clients include leading advertisers, agencies and broadcast and cable networks.
MarketShare is the leading provider of predictive models and software to optimize marketing, sales, innovation and pricing for global marketers. The company offers the industry’s most advanced cross-media and cross-channel analytics, deploying an end-to-end solution to marketers in all industries, seeking to improve the economic return from their investments through credible, easy-to-understand measurement solutions. The cross-media analytics uniquely measure the interaction effects between offline, online and in-store activities. With a uniquely strong expertise in quantifying the impact of search, display, social and mobile on brand equity, sales and profits, MarketShare’s analytics platform is employed by more than half of Fortune 100 companies and high-profile organizations across dozens of countries.
“We are pleased to announce our new, cooperative relationship with MarketShare. With deep insight and an unparalleled expertise in analytical marketing capabilities, TRA will greatly benefit from MarketShare’s resources,” said Mark Lieberman, Chairman and CEO of TRA. “Our association with a unique, progressive company like MarketShare will complement our offering and enhance our existing relationships with clients.”
“TRA has consummate and unmatched knowledge with respect to single-source analytics, bringing unique depth of knowledge around the real-time impact of television. Combined with our predictive cross-media analytics engine, the results create a powerful, predictive solution for our clients. With an innovative combination of media measurement and purchase behavior data, TRA offers us a rich source of information which will only make our models better,” said Wes Nichols, co-founder and CEO, MarketShare.
Lieberman and Nichols announced the partnership on March 8th at the Montgomery Technology Conference 2011, an event that will bring key industry executives into direct contact with high-level private equity and venture capital investors and strategic corporates. Delivering two talks alongside a series of company presentations, Lieberman and Nichols will contribute to conversations about key technology trends. The Montgomery Technology Conference 2011 will take place on March 8th and 9th at the Fairmont Miramar Hotel and Bungalows in Santa Monica, CA.