LiveRamp set to acquire Data Plus Math, which is a media measurement company that works with agencies, brands, streaming TV services, cable operators, and networks to tie cross-screen ad exposure with real-world outcomes.
San Francisco- Jun 25, 2019: LiveRamp, the trusted platform that makes data meaningful and accessible, announced that it has entered into a definitive agreement to acquire Data Plus Math, offering the ecosystem with a more effective way to sell, buy, and measure data-driven television.
The combination of Data Plus Math and LiveRamp brings together the world’s largest people-based identity graph with key sell-side relationships and unparalleled cross-screen data, resulting in a big win for the entire ecosystem.
According to Scott Howe, CEO of LiveRamp; while TV continues to be the most engaging screen in the household, the landscape is shifting. Technology and data have transformed the relationship a company can have with its consumer on TV, building tremendous opportunities to improve how TV inventory is sold, bought, and measured. We are very excited for Data Plus Math to join the LiveRamp family and look forward to working closely with its deeply experienced team of industry experts. And together, we will accelerate LiveRamp’s TV offerings and efforts and unlock the amazing power of data-driven TV for the entire ecosystem.
This acquisition strengthens LiveRamp’s commitment to neutrality – a key component to driving adoption of these next-generation measurement capabilities. In addition, it furthers LiveRamp’s ongoing commitment to offering a scaled and open omnichannel identity solution that includes efforts like launching the Open Internet Measurement Initiative; embedding Identity Link into the bidstream; expanding that to include cookie-less inventory with its Authenticated Traffic Solution; and providing LiveRamp’s identity graph to demand-side platforms free of charge via Identity Link for Real-time Bidding.
According to John Hoctor, CEO of Data Plus Math; on the heels of our strategic partnership announced last year, we’re incredibly excited to now be joining LiveRamp. The TV still remains the most effective way for brands to quickly build their brand, reach their audience, and drive product sales. Unfortunately, as consumer’s viewing habits have evolved; TV measurement has struggled to keep up. With LiveRamp, we’re changing that.
LiveRamp is a data onboarding platform developed to make customer data integrated and portable for marketers. LiveRamp enables its users to connect customer data to media platforms and marketing applications in a privacy-compliant manner, and integrate it with online advertising platforms for ROI measurement, targeting, and content optimization.
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