TRA, which provides TV measurement software that
analyzes set-top box data, has hired executives previously with Nielsen, TiVo
and Comcast Spotlight and named media-industry researcher Jack Myers to its
advisory board.
Joining the New York-based startup are: Fariba
Zamaniyan, senior vice president of sales; Bob Pares, senior vice president of
network sales; and Jonathan Sims, vice president of product management.
Zaminayan was previously a senior vice president at
Nielsen, where she advised pharmaceutical companies on national TV campaigns.
Prior to Nielsen, she was with market-research firm Ipsos North America.
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Pares, formerly TiVo's vice president of audience
research and measurement sales, will be in charge of sales to broadcast and
cable networks. Prior to TiVo, he was a senior vice president at research firm
GfK NOP where he managed consulting services for Roper Reports.
Sims was previously Comcast Spotlight's vice president
of research as well as a consultant to Microsoft. At TRA he will oversee
product management and work with the company's engineering team, sales force
and customers.
TRA provides Web-based software, Media TRAnalytics,
for analyzing TV viewing and retail purchasing across 370,000 U.S. households.
Its database cross-references set-top box data from 1.5 million households
(mostly through TiVo) with purchasing data from 54 million households collected
through frequent-shopper cards issued by grocery stores and other retailers.
The company has raised more than $36 million to date
from investors including Arbitron, WPP and Intel. TRA's name stands for
"true ROI (return on investment) accountability."
