Intel Invests $10M In Set-Top Data Startup TRA


Intel Capital announced a $10 million investment in TRA, a New York startup that provides media measurement and analytics software that uses set-top box data.

The investment is part of TRA's $18.2 million third round of funding, led by Intel Capital with participation from existing investors Arbitron and WPP, which brings the company to more than $36 million raised to date. TRA said it will use the funding for market expansion, continued technology innovation, data acquisition and hiring additional key personnel.

TRA -- whose name stands for "true ROI (return on investment) accountability" -- provides Web-based software, Media TRAnalytics, for analyzing TV viewing and retail purchasing across 370,000 U.S. households. TRA's database cross-references set-top box data from 1.5 million households (mostly through TiVo) with purchasing data from 54 million households collected through frequent-shopper cards issued by grocery stores and other retailers.

"Media is driven by advertising and advertising in the 21st century is driven by data," Intel Capital president Arvind Sodhani said in a statement. "By leveraging connectivity, analytics and database technologies, TRA's solutions align with Intel's goal of discovering new and innovative technological solutions that have the potential to redefine traditional vertical industry ecosystems."

Intel Capital has invested more than $9.5 billion in 1,050 companies since 1991.