Attribution hasn’t always been the strongest means of measuring TV advertising effectiveness. But recent deals for Data Plus Math signal a shift in the linear advertising world.
The Comcast-owned video advertising company FreeWheel has signed a deal with the media measurement firm Data Plus Math to launch an attribution-focused cross-screen media solution.
The solution will be available to FreeWheel Market clients that purchase linear TV advertising and streaming video advertising.
The owner of the A&E, Lifetime and History cable networks plans to guarantee a select group of “outcome-based guarantees” to advertisers as part of negotiations in this year’s annual “upfront” market, when U.S TV network try to sell the bulk of their advertising inventory.
A+E has for months been involved with a project among several large TV companies to utilize efforts by the measurement concern Data + Math to add a standardized “attribution” measure to TV viewing.
Disney is rolling out a suite of advanced advertising products under the name Luminate.
Disney is using some of its own first-party data and some internally-generated technology. It is also working with a number of outside vendors for programmatic and attribution, including Data Plus Math and others to power Luminate.
IRI® today announced that it is making its advertising measurement analysis from the IRI Lift™ solution, which links media exposure to sales, accessible in Data Plus Math’s TV attribution platform. Through this alliance, TV networks, marketers and agencies will be able to identify which elements of a TV advertising campaign are driving the purchase of an advertiser’s products.
A handful of broadcast and cable networks have signed up to test a system best known as Project Thor that measures the impact of television advertising.
The system—a multi-touch attribution platform created by data analytics company Data Plus Math—is no longer being referred to by its super hero name.
Top ad sales executives and researchers representing most major TV networks met on Friday to discuss developing a standardized method of proving that their ads work.
The TV industry essentially wants more concrete proof that a given commercial led to the test-drive of a car, for example, or the purchase of a product.
Needing a hero in a stormy media environment, the TV business is turning to Project Thor, named after the comic book hero God of Thunder.
Forty ad sales executives representing most of the major TV content companies on Friday heard a presentation from analytics company Data Plus Math on an attribution platform it has developed that uses sophisticated data to show the contribution various forms of media have on client product sales.