• by Wayne Friedman , September 15, 2011

TRA has struck a deal with digital ad network Adap.tv for its personal consumer-targeted research Purchaser Targets for the Internet, which goes beyond typical TV media buying age-sex buying segments.

The company says this will allow advertisers to "fill in" their TV schedules with online video buys. TRA's patented single-source methodology matches TV tuning data with the actual purchasing data of 60 million households. Buyers can use video to increase the reach and frequency.

TRA says Purchaser Targets can now be accessed through Adap.tv's two main ad network products: Adap.tv for Advertisers and the Adap.tv Marketplace. To drive accountability, both Adap.tv and TRA will conduct return on investment tracking actual sales improvements.

Toby Gabriner, president of Adap.tv, stated: "The beauty of TRA's methodology is that it overlays personal purchase history and therefore is a much better predictor of future purchase patterns. This type of measurement is invaluable to advertisers and a first in our industry."

Mark Lieberman, chairman/CEO of TRA, said: "TRA clients ... are enjoying increased TV ROI by using TRA's solution to reallocate their TV spend. Now TRA metrics have been adapted to increase the proven ROI of the Internet."