LiveRamp buys Data Plus Math

Boston-based Data Plus Math – which has about 20 employees – works with brands, agencies and TV networks to tie cross-screen ad exposure with real-world outcomes.

The combination of LiveRamp and Data Plus Math brings together the world’s largest people-based identity graph with unparalleled cross-screen data and key sell-side relationships, resulting in a big win for the entire ecosystem.

The company said buying Data Plus Math’s adtech would deepen its commitment to neutrality and supports its ongoing commitment to offering an open and scaled omnichannel identity solution.

John Hoctor (pictured), CEO of Data Plus Math, said: “On the heels of our strategic partnership announced last year, we’re incredibly excited to now be joining LiveRamp. TV remains the most effective way for brands to quickly reach their audience, build their brand and drive product sales. Unfortunately as consumer’s viewing habits have evolved, TV measurement has struggled to keep up. With LiveRamp, we’re changing that.”

Scott Howe, CEO of LiveRamp, said: “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 team of industry experts.”

Data analytics company Acxiom bought LiveRamp in 2014 and when IPG bought Acxiom’s marketing solutions business in 2018, the remaining Acxiom business was renamed LiveRamp with Howe leading it.