LiveRamp Buys Data Plus Math, Expands Into TV

Data Plus Math, the company that helped A+E Networks and NBCUniversal offer some of the first TV-related business outcome guarantees to marketers, has been acquired by LiveRamp, the data-management platform company for marketers. The deal is for $150 million — $120 million in cash and $30 million in “time-based” equity.

NBCU Expands Partnership With Data Plus Math

The Data Plus Math platform will let NBCUniversal measure the incremental impact of audience delivery across all screens, including linear, VOD and OTT.

TV Nets Consider ‘Thor’ Ad Measurement Plan

Forty TV ad-sales executives gathered Friday to consider the possibility of adding yet another yardstick to a growing pile of measurement plans being considered by TV networks and Madison Avenue in an era when audiences for programs ranging from The Walking Dead to Law & Order SVU are increasingly difficult to count.