LiveRamp has entered into an agreement to acquire measurement company Data Plus Math, a media measurement company that works with brands, agencies, cable operators, streaming TV services, and networks to tie cross-screen ad exposure with real-world outcomes. “While TV continues to be the most engaging screen in the household, the landscape is shifting,” said Scott Howe, CEO […]
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NBCUniversal Expands Partnership with Data Plus Math
NBCUniversal is continuing its push towards performance-based guarantees by expanding its partnership with analytics company Data Plus Math to measure the impact of advertising campaigns, offering in-flight measurement of linear, VOD addressable and OTT ad inventory, with attribution of business outcomes. “This is an important step in NBCUniversal’s journey towards outcomes-based measurement that delivers on […]
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