Researcher to access data from DVR maker's 1.7 million set-top boxes

The deal gives TRA access to a national footprint of STB data for the first time. The research company matches viewing data from set-top boxes to purchase data from 70 million-plus frequent shopper cards issued by grocers, drugstores and clothing retailers, among others. That combination of data, often referred to as "single-source" research, is highly sought by marketers looking to improve ROI on their advertising purchases.

AdWeek
by Steve McClellan