Data Plus Math is a third-party attribution company focusing on premium video. It collects exposures from smart TVs, set top boxes and streaming video, anonymizes the data and matches it to different types of outcomes, like website visits, foot traffic or shopping cart data.
Though it has some agency and marketer direct business, most of Data Plus Math’s clients are sell-siders.
The deal also strengthens LiveRamp’s core business in digital media, he said. Adding connected TV IDs to IdentityLink, LiveRamp’s identity graph, has helped it win programmatic display and search business.
After taking over Data Plus Math, LiveRamp will accelerate its buy-side adoption, Metcalfe said. TV networks, broadcasters and OTT companies are already eager to sell on guaranteed outcomes and to partner with data companies that can boost inventory rates, but it’s a tougher lift with advertisers.
Individual programmers like A+E, CBS or NBCUniversal might offer outcome-based sales, but those deals are hard to package together for a big brand with campaigns across many broadcasters and different kinds of TV – including satellite, MVPD, OTT and linear national or local channels. Metcalfe said a neutral intermediary like LiveRamp can bring products to brands and agencies that span those broadcast partners.
“I think what you’ll see is the sell side wants to be flexible and provide options to the buy side,” Metcalfe said. “They’re putting up the dollars and it’s the largest line item on practically every CMO’s budget, so they need to measure and get what they can from that investment.”