TRA, a media measurement and analytics software company, has partnered with NDS to market TV advertising accountability solutions. ??TRA will integrate NDS Dynamic Audience Measurement data into its patented Media TRAnalytics software to enable advanced reporting and analysis of return on investment for advertisers, agencies, networks and platform operators.

TRA’s existing suite of products enables second-by-second measurement of TV tuning from set-top box data with actual purchasing behavior.

NDS Dynamic Audience Measurement provides accurate viewing data to pay-TV platforms. It enables viewing data to be extracted from linear platforms as well as monitoring of time-shifted viewing and interactive usage.

Check out Communications Technology’s May all-digital issue for more on next generation advertising.

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