LiveRamp acquires Data Plus Math to integrate TV measurement
LiveRamp this month completed the acquisition of 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 business outcomes.
LiveRamp this month completed the acquisition of 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 business outcomes. The value of the acquisition was $150M.
“The announcement represents a historic step in LiveRamp’s evolution toward providing the industry with a better way to plan, buy and measure television,” said Scott Howe, CEO of LiveRamp. “I’m pleased to welcome Data Plus Math to the LiveRamp family. Together, we are unlocking the power of data-driven TV for the entire ecosystem.”
LiveRamp says TV advertising is the most powerful way for marketers to reach a wide audience, but it has historically lacked the ability to deliver people-based addressability and measurement across channels. The acquisition of Data Plus Math strengthens LiveRamp’s network and expands its ability to power experiences across the entire customer journey.
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