TiVo will acquire TRA, the research company that helps television advertisers understand more about viewers, The New York Times reports. TiVo President Tom Rogers said, “We believe television is at an inflection point. In the digital realm, you measure click by click and get increasingly granular information. This kind of metric has not developed well in the television space before now.” Rogers added that TRA data “gets away from the assumption of what broad demographics do and brings it down to the reality of what actual people do.” The $20 million deal will bring about an “extensive expansion of TRA’s operations,” according to the report. (Registration may be required to access this article.)
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