What we do  TRA ("True ROI Accountability" for Media) is the first company to provide a true advertising return on investment platform that addresses the age-old challenge of marketing accountability. We are a media and marketing research company which provides advertisers, agencies and media with access to Media TRAnalytics@trade; 2.0 to generate customizable online reports. TRA's engine which was developed over a ten-year period cross-tabulates second by second advertising audience data from television digital set boxes ("DSTBs") from cable companies as well as TiVo in over 1,500,000 nationwide homes with actual household product purchasing data from frequent shopper cards in 55 million homes, and then providing advertisers with real-time online access to Web-based dashboard research reports of the processed data. This includes 370,000 matched households (TV viewing and purchase data households) which permits the advertisers and their agencies to reallocate their advertising, shifting money from advertising with lower sales per dollar, to advertising producing higher sales per dollar, so as to increase the advertising ROI. TRA's customers can generate media research reports from diverse databases, employing TRA's proprietary validated algorithms. TRA's online ASP report platform 2.0 is available today and while the database currently contains consumer packaged goods data, TRA will be loading additional purchase data in the future (such as pharmaceutical, automotive, consumer electronics and financial services purchase data). TRA recently became one of only 65 companies in the U.S. to obtain ISO 27001 certification, the information security management system standard published by the International Organization for Standardization (ISO) designed to ensure security controls to protect information assets. TRA is the only media measurement company in the United States to achieve this standard. Along with TRA’s patent pending privacy solution, which ensures all data received by TRA has been fully anonymized, this certification highlights the company’s dedication to privacy and information security.