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May 7, 2009

Media Marketing Research Company, TRA Receives $13.5 Million in Series B Funding from Arbitron

Based in New York, TRA today announced that it had raised $13.5 million in series B funding from Arbitron. TRA, Inc. is a media marketing research company that has a unique platform known as the “TRAnalytics,” and is being developed to match advertisements that people watch and the products that people buy in an economical way. This allows advertisers to have media transparency, accountable measurement, and enable them to take in a much higher return on the spending on advertisements.

This enormous funding was led by Arbitron, which is also a media and marketing research company. Other investors participating in this round of funding for TRA are Kodiak Venture Partners and WPP, along with other angel investors. Proceeds from this funding will allow TRA to grow their sales team and continue to develop TRAnalytics, which is a reporting engine that draws from over 1.5 million families nationwide.

According to Mark Skarzynski, president and CEO of Arbitron, TRA’s solution is a crucial one for advertisers because it delivers a bottom line result that advertisers can depend on. He further added that Arbitron is very excited about TRA’s product because of its potential to provide advertisers with results and allows for media transparency, along with providing media and advertising companies the ROI insight they need to better their advertising returns.

As far as Mark Lieberman, CEO of TRA, is concerned, TRA is absolutely excited that it was able to attract such a large market leader, like Arbitron to invest in the company. TRA is dedicated to provide the best and the most accurate ROI information for advertisers and help those advertisers increase their advertising returns.

Arbitron is on the NYSE with the tag ARB and is a company that is leading the market in television and radio ratings. At the core of Arbitron’s business strategy is monitoring retail and product patterns in local media networks throughout the United States and deliver this data to advertisers.

Kodiak Venture Partners employs a disciplined business strategy that focuses on building seed and early stage companies in the tech and media industries. Kodiak Venture Partners likes to invest in the markets where they have had past experiences with success. Kodiak Venture Partners was founded in 1999 and has over $676 million in three different funds under its management. The main targeted geographic area for businesses that Kodiak Venture Partners invests in is mainly Eastern North America. Some of Kodiak Venture Partners portfolio companies include Anfora, uLocate, NextHop, BTI Systems, HangerNetwork, and others.

For more information on TRA, click here.