LiveRamp, a platform that makes data accessible and meaningful, has entered into a definitive agreement to acquire media measurement company Data Plus Math.
Data Plus Math works with brands, agencies, cable operators, streaming TV services, and networks to tie cross-screen ad exposure with real-world outcomes. The combination of LiveRamp and Data Plus Math aims to bring together the world’s largest people-based identity graph with unparalleled cross-screen data and key sell-side relationships.
“While TV continues to be the most engaging screen in the household, the landscape is shifting,” said Scott Howe, CEO of LiveRamp. “Data and technology have transformed the relationship a brand can have with its consumer on TV, creating tremendous opportunities to improve how TV inventory is bought, sold and measured. We are excited for Data Plus Math to join the LiveRamp family and look forward to working closely with its deeply experienced team of industry experts. Together, we will accelerate LiveRamp’s TV efforts and offerings and unlock the amazing power of data-driven TV for the entire ecosystem.”
“On the heels of our strategic partnership announced last year, we’re incredibly excited to now be joining LiveRamp,” added John Hoctor, CEO of Data Plus Math. “TV remains the most effective way for brands to quickly reach their audience, build their brand 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.”
The deal is expected to close in LiveRamp’s fiscal second quarter.