PRtrak beefed up through SDI deal

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

Data (SDI).

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.

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