Data Plus Math Launch Links TV Ads to Conversions

Boston, MA-based media measurement company Data Plus Math has launched the 'TV Pixel toolkit', which promises to connect TV ad campaigns with online, mobile and in-app conversion measurement capabilities.

Data Plus Math's TV and video attribution platform uses cross-screen viewing data from millions of households to connect ad exposures to real-world outcomes. The firm's flagship MediaFX attribution platform is used by national programming networks and cable operators to better measure the effectiveness of TV advertising: TV Pixel has been developed to extend the functionality of this platform, enabling marketers to capture activity that is indicative of purchase interest or intent, as well as actual purchase activity. The MediaFX platform then uses a proprietary ensemble of machine learning and attribution modeling to measure the effectiveness of each element of a marketer's campaign.

CEO John Hoctor (pictured) comments: 'With our MediaFX attribution platform, our goal is to paint the most complete and accurate picture of how premium video is driving consumers down the purchase funnel. We're providing our TV Pixel to the advertising community in order to make TV attribution as simple as possible for marketers to embrace. Along with our network and cable operator partners, we're encouraging marketers to instrument their websites and mobile applications and to use this data to optimize their TV and streaming video campaign performance'.

Web site: www.dataplusmath.com .