TRA Launches Media TRAnalytics® 2.6 with Features and Data Through A Partnership with Experian

Latest Version of TRA's Patented Web-Based System Will Match Aggregated Auto Ownership Data with Television Tuning Data

TRA also Adds Enhanced Experian Demographic Categories

New York, NY - September 16th, 2010 -TRA, Inc. announced today that it has released Media TRAnalytics® 2.6. This version of TRA's patented business intelligence software solution furthers TRA's partnership with Experian Marketing Services, a division of Experian plc, and features the expansion of product categories beyond consumer package goods (CPG) products, that will help advertisers, agencies and television networks improve the ROI of television advertising.

TRA is enabling clients to measure the impact of television advertising on auto sales and to increase return on investment (ROI) through improved media selection of the most responsive audiences for specific makes of cars, by matching aggregate level Automotive Ownership data from Experian's Auto Market StatisticsSM product with its own 1.5 million television set top box panel. Media TRAnalytics® 2.6 will also feature enhanced demographics from Experian and customized categories for products and services such as Moviegoing, Quick Serve Restaurants Patronage, (QSR) Wireless Carrier Usage and Financial Services.

Media TRAnalytics® is a web-based business intelligence software solution that already matches 1.5 million households of TV data with 54 million households of CPG 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 audienceTM" and TV ROI patterns in their media planning, buying and selling to improve return on media investment. This enhancement represents the eighth release of TRA's
Media TRAnalytics®, all of which have been based on feedback from customers and the

Now, by working with Experian to add Auto Market StatisticsSM and enhanced demographic categories, clients will be provided with new and critical insights into purchasing behavior and ROI. This announcement builds on TRA's long-standing relationship with Experian. Over the past 2 years, Experian has supplied TRA with anonymous demographic data and has partnered with TRA on its industry leading privacy solution.

Mark Lieberman, Chairman and CEO of TRA said: "This announcement furthers TRA's commitment to work closely with our clients to continually enhance the value of our solution against their most pressing business issues. We are excited to expand our partnership with Experian and launch the latest version of our innovative software." "As new technologies emerge, advertisers can better understand how to connect with consumers by delivering messages that are more relevant and timely," said Mike Balducci, senior vice president and general manager of Experian Digital Advertising Services. "Integrating automotive data and enhanced demographic categories into the Media TRAnalytics® system will help advertisers improve their ROI."

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About TRA
TRA, Inc. ( is a media measurement and analytics software company whose products help advertisers, agencies and television networks improve advertising accountability and return on media investment. TRA's Media TRAnalytics® is a webbased platform that matches the advertising households actually receive with the products the same households actually buy, enabling TRA's clients to find "The Right AudienceTM" while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. TRA's investors include Intel Capital, Kodiak Venture Partners, WPP and Arbitron. TRA is the recipient of the BeyeNETWORK's 2009 ‘Vision Award' for Business Impact in Analytics. TRA is certified under ISO 27001, the information security management system standard published by the International Organization for Standardization (ISO) designed to ensure security controls
for protecting information assets. TRA was recently issued U.S Patent No. 7,729,940, entitled "Analyzing Return on Investment of Advertising Campaigns by Matching Multiple Data Sources."

About Experian
Experian® is the leading global information services company, providing data and analytical tools to clients in more than 90 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended March 31, 2010, was $3.9 billion. Experian employs approximately 15,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; Costa Mesa, California; and São Paulo, Brazil.

Contacts for TRA, Inc.:
Josh Raffel
Hiltzik Strategies

Contact for Experian Marketing Services:
Jennifer Marshall