Comscore and LiveRamp Launch Ad Impact Solution

Comscore and LiveRamp have partnered on a new version of the latter's TV measurement solution. Now known as 'Data Plus Math powered by Comscore', the solution integrates the latter's established TV and digital ad exposure data with LiveRamp's identity and data connectivity solutions.

The two firms had announced earlier this year that they would be extending their collaboration. The new solution makes use of unduplicated ad exposure information from more than 28 million ACR and set-top box enabled TVs across more than 17m households, normalized via Comscore's patent pending process. This data is then linked to millions of cross-screen ad exposures and online and off-line transaction events via LiveRamp solutions, promising marketers the ability to 'measure the holistic impact of their cross-screen video investments in driving business outcomes'. They can then act on the results making use of Comscore's activation segments and LiveRamp Addressable TV Solutions. LiveRamp acquired Boston, MA-based media measurement company Data Plus Math in June last year.

Chris Wilson (pictured), Chief Commercial Officer at Comscore comments: 'We're excited to launch the enhanced Data Plus Math offering, as it marks a critical milestone in fulfilling our joint mission to provide better accountability for marketers, better monetization for the sell side, and deliver more relevant customer experiences'. John Hoctor, GM of LiveRamp TV, adds: 'At the rate consumer media consumption is expanding and fragmenting, TV data must be actionable across the ecosystem. This partnership bridges the known with the new - changing the game for outcome-based measurement and delivers on this promise at scale'.

The partners' web sites are at www.comscore.com and www.liveramp.com .

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

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