Experian Adds Auto Data to TRA's Ad Matching Tool

In the US, media measurement firm TRA has expanded its partnership with data giant Experian, to add auto sales data to its TV ad matching solution.

Launched two years ago, TRA's patented Media TRAnalytics solution matches TV data from 1.5 million households with purchase data from 54 million households to create a single source database of around 370,000 households.

Through the partnership with Experian, the enhanced tool enables clients to measure the impact of TV ads on auto sales, by combining automotive ownership data from Experian's Auto Market Statistics product with that from TRA's own TV set-to-box panel.

Mike Balducci, SVP and GM of Experian Digital Advertising Services says that integrating automotive data and enhanced demographic categories into the Media TRAnalytics system will help advertisers improve their ROI.

In addition, Experian will now provide data on categories for products and services such as movie going, quick serve restaurants, wireless carrier usage and financial services.

Web sites: www.traglobal.com and www.experian.com .