LiveRamp has agreed to acquire Boston-based Data Plus Math for $150 million, a move the company says will allow marketers to measure TV ad effectiveness across linear and advanced TV. LiveRamp provides brands the ability to match their first-party data to platforms such as Pinterest, for example, so they can target specific people with ads. When coupled with Data Plus Math’s measurement capabilities, brands will soon be able to target defined customer segments so they can measure whether those customers made a purchase or downloaded an app as a result of ads shown through either linear or advanced TV. LiveRamp is attempting to get a full picture of how people are consuming premium video content, as well as allow advertisers to measure the impact of their TV ads. For instance: NBC could strike a deal with Geico, saying it will continue to run its campaign until 100,000 people visit its website for an insurance quote. Thanks to its acquisition of Data Plus Math, LiveRamp says it can now measure the outcome regardless of whether someone viewed Geico’s ad on linear TV, video-on-demand or streaming services such as Hulu. “We are driving optionality and flexibility to an industry that hasn’t historically had that,” says Allison Metcalfe, general manager of TV at LiveRamp. “This has never been possible with TV.” The move also comes at a time when advertisers are looking to increase their ad spend through digital TV, as nearly two-thirds (59 percent) say they plan to do just... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-06-24 15:34:50 UTC ]
Written By: Katie Allen Publication Date: Thu, 31/03/2011 - 08:55 Independent publisher Hardie Grant has acquired three titles by Australian food editor and cookbook author Donna Hay. Stephen King, general manager of Hardie Grant London, acquired UK rights to the titles from Hollie Zondanos,... Continue reading at The Bookseller
[ The Bookseller | 2011-03-31 00:00:00 UTC ]
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Hearst has promoted Simon Horne, currently chief financial officer and general manager of NatMag, to the newly created role of CFO, general manager and senior vice-president, at Hearst Magazines International. Continue reading at Media Week
[ Media Week | 2011-03-28 00:00:00 UTC ]
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