Intel (INTC) To Invest In TRA
Intel Capital (NASDAQ: INTC) has announced that it will be investing $10 million in TRA, a media planning and analytics company. The funding will come from the $200 million Invest in America technology fund run by Intel. According to TechCrunch, this amount forms the major chunk of the $18.2 million infusion which already has participants like Arbitron (NYSE: ARB).
TRA, which stands for True ROI Accountability for Media, will use the capital injection to boost its market presence, and increase recruitment. TRA’s web-based Business Intelligence platform allows marketers to match 1.5 million households of TV data with 54 million households of purchase data to enhance effectiveness measurements. The two-year-old company currently has consumer packages goods data, but is looking to expand into other categories of data soon.
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