Data Plus Math, LiveRamp Announce Strategic Partnership
Data Plus Math, a leader in television attribution, ROI and conversion metrics, today announced a strategic partnership with LiveRamp, (NASDAQ: RAMP), the identity platform powering exceptional experiences, that will significantly enhance analysis of advertising impact on outcomes. As a result of this partnership, consumers will receive more relevant and personalized experiences from the brands they love and trust across both traditional and digital channels.
Through the partnership, Data Plus Math will provide attribution and lift reporting on addressable television advertising campaigns for LiveRamp's MVPD, programmer and agency clients. The reporting will be made available through Data Plus Math's MediaFX platform, which is currently used by over a dozen of the largest U.S. media companies, including national programming networks and cable operators, to better measure the effectiveness of TV advertising in driving marketing outcomes across a broad range of advertiser verticals.
Additionally, Data Plus Math will license LiveRamp's IdentityLink™ service, enabling anonymous matching of media consumption data, such as ad exposures across platforms, with marketer outcomes ranging from product purchase to visitation of stores and websites. By licensing IdentityLink, Data Plus Math can more quickly and easily link TV, OTT, and digital ad exposures with marketer outcome data.
IdentityLink is an identity resolution service that ties data back to real people and makes it possible to onboard that data for people-based marketing initiatives across digital channels.
"We are proud that LiveRamp has chosen Data Plus Math to provide their clients with consistent, automated attribution and lift reporting for addressable TV advertising campaigns spanning multiple MVPDs. Additionally, our license of LiveRamp's IdentityLink™ service will provide our customers with access to rapid, anonymized identity matching, opening up new avenues for better understanding of campaign impact and ROI," says John Hoctor, co-founder and CEO of Data Plus Math. "Along with our other recently announced partners, this association with LiveRamp further enhances Data Plus Math's position as the premiere TV attribution provider bringing advertising into a new era of accountability and effectiveness."
"We are thrilled to be working with Data Plus Math as they are using the most advanced metrics in the industry to bring true cross channel measurability to the TV ecosystem," said Allison Metcalfe, general manager of TV, LiveRamp. "Their platform enables TV to receive proper credit for its role in the customer journey, both at the top and bottom of the conversion funnel."
These enhanced services from Data Plus Math and LiveRamp are available immediately.
About Data Plus Math
Data Plus Math is a media measurement company that helps connect advertising exposures to real-world outcomes. Powered by millions of households of cross-screen viewing data, the company's TV and Video attribution platform is used by cable operators, national programming networks, agencies and marketers to measure which components of their advertising campaigns are driving results. Data Plus Math's investors include Comcast Ventures and Greycroft Partners and the company is headquartered in Boston, Massachusetts.
About LiveRamp
LiveRamp (RAMP) provides the identity platform leveraged by brands and their partners to deliver innovative products and exceptional experiences. LiveRamp IdentityLink connects people, data, and devices across the digital and physical world, powering the people-based marketing revolution and allowing consumers to safely connect with the brands and products they love. For more information, visit www.LiveRamp.com
Industry Announcements's article first appeared on OnlineVideo.net