LiveRamp to Buy Data Plus Math

Enterprise data and analytics provider LiveRamp has agreed to acquire Boston, MA-based media measurement company Data Plus Math. The deal promises clients 'a more effective way to buy, sell and measure data-driven television'.

LiveRamp was acquired by Acxiom Corporation in 2014, but by 2018 had become dominant within it, to the extent that Acxiom sold its original Marketing Solutions business (AMS) a year ago to marcoms giant Interpublic Group for $2.3 billion in cash. The remaining unit took the LiveRamp name and has since announced strong results, including a 35% increase in third quarter revenue to $80m. Its acquisitions to date include Amsterdam-based privacy and consent management platform (CMP) Faktor, and earlier B2B data marketplace Pacific Data Partners.

Its latest target, Data Plus Math, provides a TV and video attribution platform, MediaFX, using cross-screen viewing data from millions of households to connect ad exposures to real world outcomes. Clients are national programming networks and cable operators looking to improve measurement of the effectiveness of TV advertising. Last year, the company launched the TV Pixel toolkit, which promises to connect TV ad campaigns with online, mobile and in-app conversion measurement capabilities.

LiveRamp says the buy will 'provide the ecosystem with a more effective way to buy, sell and measure data-driven television', and bring unparalleled cross-screen data and key sell-side relationships. Scott Howe (pictured left), CEO of LiveRamp comments: 'While TV continues to be the most engaging screen in the household, the landscape is shifting. Data and technology have transformed the relationship a brand can have with its consumer on TV, creating tremendous opportunities to improve how TV inventory is bought, sold and measured. We are excited for Data Plus Math to join the LiveRamp family and look forward to working closely with its deeply experienced team of industry experts'.

According to John Hoctor (pictured right), CEO of Data Plus Math, 'TV remains the most effective way for brands to quickly reach their audience, build their brand and drive product sales'. He adds: 'Unfortunately as consumer's viewing habits have evolved, TV measurement has struggled to keep up. With LiveRamp, we're changing that'.

LiveRamp says Data Plus Math should contribute around $5m in revenue in fiscal 2020, and increase non-GAAP operating loss by c.$8m. Overall it expects revenue in the range $363 - $377m, an increase of 27% to 32%; and non-GAAP operating loss of $78 - $58m. LiveRamp 'continues to expect to be profitable on a non-GAAP operating income basis for the full year of fiscal 2021'.

Web site: www.liveramp.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.