NBCU Expands Partnership With Data Plus Math

NBCUniversal announced today a partnership with Data Plus Math that will provide in-flight measurement of linear, VOD addressable and OTT inventory with attribution of client outcomes. The partnership will enable full funnel measurement for NBCUniversal clients, combining brand impact and direct attribution to site visits and sales.

The Data Plus Math platform will allow NBCUniversal to measure the incremental impact of audience delivery across all screens. With the Data Plus Math platform, NBCUniversal will provide in-flight reporting against audiences, including ATP, Audience Studio or OpenAP defined audiences, and will be able to measure the newly announced cross-platform campaigns powered with FreeWheel’s unified advertising decisioning.

“This is an important step in NBCUniversal’s measurement journey towards delivering on marketers’ objectives,” said Kavita Vazirani, EVP, NBCUniversal Insights & Measurement. “Unifying impressions with CFlight was our first step in elevating industry measurement. Now, our partnership with Data Plus Math will elevate cross-screen measurement and outcome attribution for our clients, addressing a critical need for advertisers in the marketplace.”

“NBCUniversal has exhibited great leadership in moving cross-screen measurement forward with its CFlight initiative,” said John Hoctor, CEO, Data Plus Math. “We have been measuring campaigns for NBCU over the past year and we are thrilled to advance this relationship through licensing of our comprehensive measurement platform.

“Measuring TV today means much more than linear TV. It requires measurement of Smart TVs, set-top boxes, VOD, streaming, OTT and full-episode players. We are excited to be working with an innovator in moving cross platform forward and in partnering together to ensure that video viewing gets the full credit and value it deserves,” Hector added.