Adapting To Advanced TV: A+E, NBCU, LiveRamp Execs Discuss

Advanced TV ad targeting tactics present the promise of up-ending the traditional way in which TV ads are bought – upfront and for a mass audience – in favor of something more real-time and personalized. But buyers need to be walked through the transition, and an ultimate conversion to 100% addressable may not be the […]

 

Under LiveRamp, Data + Math Eyes International Expansion: Hoctor

Data + Math wasn’t looking to get acquired for $150 million – but it happened anyway. In this video interview with Beet.TV, the CEO and co-founder of the TV advertising attribution vendor says, before its sale to LiveRamp earlier this year, the company was actually attempting a fundraising. So, whilst LiveRamp is a friend with […]

 

Data Plus Math’s LiveRamp Sale ‘Closes The Loop’

If you thought Acxiom’s sale of its data warehousing business to InterPublic Group (IPG) indicated it was out of the advertising data game, think again. Now named LiveRamp after its key remaining asset, the company says it plans to acquire Boston-based Data Plus Math, whose technology helps match up audience profiles and map ad exposure […]

 

Data Plus Math Will Measure FreeWheel Inventory In-Flight To Gauge Business Outcomes

FreeWheel is bringing in-flight advertising campaign attribution optimization across traditional television, OTT and digital video via a partnership with Data Plus Math. “When we work with FreeWheel, we’re really measuring FreeWheel’s inventory,” says John Hoctor, Co-Founder & CEO of Data Plus Math. What Data Plus Math brings to Comcast’s FreeWheel is “a fast, automated and […]

 

In OTT, What Is ROI? The Whole Value Chain Debates

SAN JUAN — For decades, the notion of return on investment from TV ads has been ironically straightforward. Brands would buy ads and, with little insight in to who really watched what, would need to unleash a slew of media mix modelling tools to understand what exposures may have led to which purchases. That imprecision […]

 

Data Plus Math Seeks To Provide Fast, Low-Cost TV Attribution

SAN JUAN, Puerto Rico—Attributing business outcomes to television advertising campaigns should not be just a “report card” after those campaigns are completed, according to Data Plus Math’s John Hoctor. This concept is what’s driven the company toward partnerships like its recent one with Millward Brown to provide full sales funnel attribution for TV and premium […]