Benefits to Partners Advertisers: TRA Online Reports make singlesource scalable and affordable so as to finally deliver marketing ROI measurability and optimization. TRA online reports address what advertisers have long sought after: a way to measure advertising in dollars returned per dollar spent. While direct response advertising achieves this ROI objective, other forms of advertising need ROI metrics as well. This requires huge household samples, passively collected data from purchase decisions, and audience data from set top boxes. In sum, both purchase data and advertisement exposure data for the same homes leads to a better understanding of return on media investment. Agencies: TRA Online Reports provide more quality information for the agency to use in better analytics and decision-making for clients. TRA sees the role of its online reports as what agencies need in order to retain their status as the trusted source and guide to advertisers. Agencies reinvent themselves every day. They are a bottomless well of creativity and know-how. TRA's online reporting will enable each agency's media planning action system based on the data to be shaped by that agency's unique approach to advertising. Armed with real ROI for each media type, each agency will be empowered how to best advise clients on their media plan. Media (cable, broadcast networks and cable companies): Using TRA's reports, networks will increase net revenue, and distributors (such as cable companies) with set top box data can be seen as the natural partner for the advertiser and agency. What makes everything go? What attracts the consumer? The media environment can enhance or detract from the persuasive power of the message. CPM rises or falls based on the advertiser/agency SWAG about the latter effect. True ROI Accountability replaces SWAGs, resulting in good ROI media/creative driving out bad ROI media/creative. As a result, CPM will go up, networks will increase their net revenue, and distributors (such as cable companies) with set top box data can be seen as the natural partner for the advertiser and agency. Benefits for Consumers: By using TRA’s solution, TRA’s partners create an environment whereby consumer reactions can be measured without consumer effort, and with maximum privacy protection, keeping shows on the air that consumers want to watch, gradually screening out commercials which consumers switch away from, and lowering waste marketing costs which inflate prices without improving margin.