Intel News Release

Intel Capital Invests $10 Million in TRA


SANTA CLARA, Calif., May 26, 2010 – Intel Capital, Intel Corporation's global investment organization, today announced a $10 million investment in TRA (True ROI Accountability for Media®), a media planning, measurement and analytics software company. The investment is part of an $18.2 million Series-C round lead by Intel Capital, which includes participation from existing investors Arbitron and WPP. TRA will use the funding for market expansion, continued technology innovation, data acquisition and hiring additional key personnel.

TRA provides a Web-based business intelligence platform, Media TRAnalytics®, that addresses the challenge of marketing accountability by matching 1.5 million households of TV data with 54 million households of purchase data for the largest single-source database -- 370,000 households. Since the official launch 2 years ago, broadcast and cable networks, consumer packaged goods companies and media agencies have been using Media TRAnalytics® to identify "the right audiences" in their media planning and selling to improve return on media investment.

"Media is driven by advertising and advertising in the 21st century is driven by data," said Arvind Sodhani, president of Intel Capital and Intel executive vice president. "By leveraging connectivity, analytics and database technologies, TRA's solutions align with Intel's goal of discovering new and innovative technological solutions that have the potential to redefine traditional vertical industry ecosystems."

"We welcome the support from one of the world's leading technology companies in Intel," said Mark Lieberman, chairman and CEO of TRA. "The investment will provide the resources and a great partner for TRA's next stage of growth as we continue to improve advertising accountability for networks, advertisers and agencies looking to target ‘the right audience'."

Funding for the investment comes from the $200 million Intel Capital Invest in America Technology Fund. Announced in February, the fund invests in U.S.-based, growth-oriented industries to foster economic recovery and development and to anchor the nation's competitiveness on the global stage.