TiVo is attempting to expand its knowledge of its customers with the purchase of a television advertising-effectiveness firm.
The DVR maker announced today that it has agreed to acquire TRA, a company that has developed a database to link the ads people watch in the home to what they actually buy. According to TiVo, TRA currently works with 45 brands and 27 television networks to track advertising effectiveness. TRA's service is matching customer transactions to ads in 1.5 million homes.
"With this new level of unique audience insights and analytics, TiVo will be able to provide insights … Read more