US Partners Link Media Buying and Purchase Behavior

US media measurement specialist TRA and ad agency platform MediaBank have signed a deal to enable the latter's ad agency and media buying clients to match TV planning directly to actual purchase data.

TRA's products include Media TRAnalytics, which matches second-by-second measurement of TV tuning from set-top box data with actual purchase behavior. MediaBank clients will use this along with TRA's 'Purchaser Rating Points' (PRPs) to target media buys to households proven to be most sales-responsive to their brand's advertising.

Within MediaBank's Marketplaces division, Media TRAnalytics will also help deliver audience intelligence through Adbuyer, the platform MediaBank acquired in April which will become its main audience buying product.

'We're thrilled to bring highly intelligent audience-buying data to that community of media's most forward-thinking organizations,' states TRA CEO, Mark Lieberman. 'This partnership ensures that brands can gain the ROI benefits of TRA while also streamlining the process for agencies.'

MediaBank CEO Bill Wise adds that his firm is 'particularly excited' about the use of PRPs to capture 'swing purchaser' households - those that spend heavily in a category, but spend less than 25% of their category dollars on a specific brand.

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