-By Katy Bachman

Expanding its executive management team, TRA (True ROI Accountability for Media) announced Thursday (Oct. 29) the appointment of Bob Meyers to the newly created position of president and chief operating officer. For the past six months, Meyers was a member of TRA’s advisory board. He was most recently president of media and executive vp of Playboy Enterprises.

In his new post, Meyers will focus on growing TRA’s relationships with broadcast and cable networks. He rounds out an executive team that includes Mark Lieberman, chairman and CEO; and Bill Harvey, vice chairman and chief research officer.

One of a handful of research firms exploring new ways to measure TV audiences, TRA matches set-top box data with product-purchase data to provide TV ratings based on purchase behavior. Clients that have signed with TRA include MediaVest, CBS and Discovery.

“Bob’s overall understanding about the media business combined with his unique knowledge about TRA from serving on our advisory board makes him a tremendous asset to the company as we move into our next stage of growth,” said Mark Lieberman, chairman and CEO of TRA.

Prior to Playboy, Meyers served as executive vp of digital media, data and video for Westwood One and was on the board of DoubleClick. His career also includes 19 years with NBC Universal and eight years with Viacom.