LAS VEGAS – Ad-tech platform LiveRamp is now helping advertisers to buy campaigns centered on real business outcomes, not marketing proxies, after its earlier acquisition of the vendor Data Plus Math.

LiveRamp acquired the company back in July. In this video interview with Beet.TV, Allison Metcalfe, the GM of LiveRamp’s TV offering, explains what new capabilities she has acquired.

“We’ve been working with those guys for six months now and we are aggressively expanding the scope of measurement to include not only outcome-based measurement but total cross-screen measurement in total,” Metcalfe says.”

“What’s unique about Data Plus Math is the outcome-based (aspect). Traditional measurement in TV has been much more about reach and frequency. We are actually now able to tie a business outcome – whether that be a store visit or a purchase or a website visit – to the impression of the TV advertisement.

“Marketers are truly able to understand the true business outcome of the investment that they’ve made in TV. That is something that the industry has embraced frankly with the advent of what Facebook and Google have been able to offer marketers and now it’s being demanded across all channels.”

At the Consumer Electronics Show, LiveRamp announced that former TubeMogul and VideoAmp exec Jay Prasad is joining as chief strategy officer for its TV division.

LiveRamp Welcomes Industry Leader Jay Prasad to the LiveRamp TV Team

This video is part of Beet.TV’s coverage of advanced TV at CES 2020 presented by Amobee and hosted by GroupM Worldwide.  For more videos from the series, please visit this page.  

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