Philadelphia: TrakWare, developer of the PRtrak media-coverage
measurement software, is hoping to take measurement into a new dimension
with its new owner: market research and consulting provider Surveillance
Philadelphia's SDI bought Houston-based TrakWare last week, and the
merged company plans to create products to provide new and more
analytical ways to calculate media and audience impressions.
SDI VP Gary Getto said his company will use PRtrak's audience-evaluation
software to improve its own data sets.
Because PRTrak uses ad-value equivalency to measure PR value, the
companies are in the final testing stages of an algorithm to factor
story prominence into measurements. SDI also plans to introduce an ad
value and impression database for internet publications, provide TV ad
values and impressions in half-hour blocks (instead of hourly), and
develop a web-based, cross-platform version of PRtrak.
TrakWare's clients include Cone, Neale-May, Publicis Dialog, Brodeur
Worldwide, Hill & Knowlton, PR21, and The Horn Group.