TRA rolls-out Optimizer ad targeting service

The firm claims its automated Optimizer tool can recommend improved campaign strategies by matching TV program audiences with the procucts and brands these audiences buy.

TRA CEO Mark Lieberman (pictured) said: “Partnering with our clients in the development of our product roadmap and our development and release of the Media TRAnalytics Optimizer furthers TRA’s commitment to create new forms of research and innovative products that improve advertising accountability and increase ROI on ad spending.”

Earlier this year Arbitron, WPP and Kodiak Venture Partners invested $13.5m in TRA. At the time, Arbitron CEO Michael Skarzynski said that TRA’s product offering “promises to bring much-needed transparency” to advertisers and ad agencies.