TiVo Branches Into TV Analytics With $20M Research Co. Buy

Law360, New York (July 17, 2012, 6:41 PM EDT) -- California-based TiVo Inc. will pay $20 million to acquire New York-headquartered marketing research group TRA Inc. in a deal that will accelerate the digital video recording company's movement into the television analytics business, the companies announced on Tuesday.

TRA, which stands for "The Right Audience," is a media analytics company that provides advertisers and other clients with customer data in order to better match these companies' outreach to the demographics with which they connect. TiVo and TRA in a press release depicted the tie-up as "a...
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