Intel (INTC) To Invest In TRA

Intel Capital INTC has announced that it will be investing $10 million in TRA, a media planning and analytics company. The funding will come from the $200 million Invest in America technology fund run by Intel. According to TechCrunch, this amount forms the major chunk of the $18.2 million infusion which already has participants like Arbitron ARB. TRA, which stands for True ROI Accountability for Media, will use the capital injection to boost its market presence, and increase recruitment. TRA’s web-based Business Intelligence platform allows marketers to match 1.5 million households of TV data with 54 million households of purchase data to enhance effectiveness measurements. The two-year-old company currently has consumer packages goods data, but is looking to expand into other categories of data soon.