Data Plus Math, Verance Partner On 3.0 Measurement

Data Plus Math (D+M), a provider of television attribution, ROI and conversion metrics, today partnered with Verance on its Verance Aspect, an open watermark technology selected as part of the ATSC 3.0 next-gen TV standard, to bring analytics and attribution measurement to broadcasters.

The agreement will combine Verance Aspect data with analytics and attribution solutions from Data Plus Math to provide more precise audience data and analytics to local broadcasters.

According to the companies, the combination of the Data Plus Math analytics tools with Aspect data “will introduce a Next Gen TV compliant multi-touch, multi-TV approach to attribution and help local programmers better analyze and monetize their inventory.”

“This partnership is a crucial piece toward fulfilling the promise of Next Gen TV,” says John Hoctor, co-founder and CEO of Data Plus Math. “We will be connecting the tools to enable better local programming analytics and attribution. The embedded Verance Aspect watermark will give programmers more accurate attribution measurement from Data Plus Math.” 

“Aspect accelerates the delivery of leading Next Gen TV features — audience measurement, personalization and advanced advertising — across all ATSC 3.0 and ATSC 1.0 devices and distribution paths, including OTA, OTT and MVPD transmissions” says Nil Shah, Verance CEO. “This partnership further enhances the ability of local programmers to track, assess and monetize their audiences as the Next Gen TV protocol emerges. It is a winning proposition for broadcasters, requiring no extra resources from those already deploying these technologies, and offering additional insights to support ad sales efforts.”

ATSC 3.0 will bring increased capabilities to TV station owners. It will feature IP transport that merges broadcast and broadband, resulting in better picture quality via UHDTV (ultra high-definition TV) and high-dynamic-range signals and enhanced audio.

The standard will also enable dynamic ad insertion in live feeds and video-on-demand features. Two-way connectivity will provide viewers with supply-enhanced data capabilities, allowing advertisers to better target consumers down to the individual-device level.

The companies say the combination of D+M and Verance technologies “will solve an ongoing issue for broadcasters — capturing and measuring the impact broadcast advertising plays in directly driving results for advertisers.”

D+M’s MediaFX platform is used by 11 major media companies, including national programming networks and cable operators, to better measure the effectiveness of TV advertising to drive product sales across a broad range of advertiser outcomes.

D+M says the results from initial trials of the platform have shown that TV advertising “drives significant and measurable lift in outcomes across a range of advertiser categories, including automotive, retail, travel, consumer electronics and financial services.”