Data Plus Math has become a preferred partner with Verance and will help provide analytics and advertising attribution measurement to local broadcasters.
Verance’s Aspect open watermark technology is part of the ATSC 3.0 Next Gen TV standard and will help stations generate data about their viewers.
Data Plus Math, which is working with a number of national TV network to measure the impact of ad campaigns, will analyze the Aspect data to help local programmers better monetize their inventory.
“This partnership is a crucial piece toward fulfilling the promise of Next Gen TV,” says John Hoctor, co-founder and CEO of Data Plus Math. “We will be connecting the tools to enable better local programming analytics and attribution. The embedded Verance Aspect watermark will give programmers more accurate attribution measurement from Data Plus Math.”