Data Plus Math Announces Cross-Screen Attribution Analytics with the TV Pixel Toolkit
Data Plus Math’s MediaFX Platform now Links TV and Streaming Video Advertising Exposures to Digital Outcomes
BOSTON, MA (May 2, 2018) Today, Data Plus Math, a leader in television attribution, ROI and conversion metrics, announces the commercial launch of its TV Pixel toolkit for linking digital outcomes with cross-screen TV advertising through its MediaFX attribution platform. The MediaFX platform is used by 11 major media companies, including national programming networks and cable operators, to better measure the effectiveness of TV advertising to drive product sales across a broad range of advertiser outcomes. The results from initial trials of the platform have shown that TV advertising drives significant and measurable lift in outcomes across a range of advertiser categories, including automotive, retail, travel, consumer electronics and financial services.
The TV Pixel extends the functionality of the MediaFX Platform, enabling Data Plus Math to connect TV advertising campaigns with online, mobile and in-app conversion measurement capabilities. Marketers can deploy the TV Pixel to capture activity that is indicative of upper funnel purchase interest or intent as well as capture actual purchase activity. Data Plus Math anonymously connects consumer activity measured by the TV Pixel with anonymized premium video ad exposure data from millions of homes across the US. 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.
“Digital media companies have long used website tags or pixels to measure the effectiveness of advertising on their platforms in driving outcomes for marketers,” said Mel Berning, President and Chief Revenue Officer of A+E Networks. “By providing the TV Pixel and MediaFX platform to the television industry, Data Plus Math is leveling the playing field and allowing TV to get the credit it deserves for driving revenue for our advertiser partners.”
“The TV Pixel is a breakthrough in television’s efforts to provide agencies and marketers with a simple way to measure the performance of campaigns that cross network ownership boundaries,” said Jon Steinlauf, Chief U.S. Advertising Sales Officer, Discovery. “A marketer that deploys the TV Pixel is immediately ready to work with each network to optimize their schedules to drive real business outcomes.”
The MediaFX platform integrates anonymized ad exposure data from multiple sources to support true cross-screen measurement of ad exposures including multi-channel TV, streaming, OTT and Full Episode Player environments. For Data Plus Math’s cable operator, broadcast network and cable network customers, this means that the ad exposures they are delivering in these environments can now be both measured and counted within the Data Plus Math MediaFX Platform, featuring industry standard reporting metrics as well as additional custom reporting capabilities. MediaFX provides media sellers and buyers with a complete picture of the effectiveness of their marketing campaigns across all screens.
“Our consumers watch our premium content across a broad ecosystem,” said Laura Nathanson, EVP Client and Audience Solutions, Disney/ABC Sales. “We are committed to helping advertisers improve cross-screen measurement and applaud Data Plus Math’s solution to capturing attribution metrics.”
“At AMC Networks, streaming is a large part of our viewership and it’s only getting bigger,” said Scott Collins, President National Advertising Sales, AMC Networks. “Data Plus Math enables AMC Networks to measure how our traditional TV viewing as well as our online streaming is driving results for our advertiser partners. Their ability to capture ad exposures across online, tablets, Smart TVs and mobile is a real game changer for the industry.”
The MediaFX Platform measures the effectiveness of the marketer’s advertising campaigns at driving desired consumer outcomes. In addition to measuring digital outcomes using the TV Pixel toolkit, MediaFX also supports offline consumer outcome measures, including foot traffic, purchase data and marketer’s 1st-party data. When these online and offline signals are used in combination, the MediaFX Platform provides an integrated view of the consumer journey from awareness to purchase.
“Data Plus Math continues to make it easier and faster to enable measurement and attribution of TV campaigns,” said Claudio Marcus, General Manager, Data Platform at FreeWheel. “Using anonymized household-level TV campaign ad exposures along with robust cross-channel attribution that includes TV advertising, digital activation channels and overall business results, serves to prove the value of TV advertising.”
“Horizon Media is working with Data Plus Math to measure TV campaigns across several national networks and cable operators,” said David Campanelli, EVP, Co-Chief Investment Officer, Horizon Media. “Having a standardized TV Pixel enables our clients to instrument their digital properties once and receive attribution reporting from all their TV campaigns across broadcast and cable and even across national and local media buys.”
“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,” said John Hoctor, CEO of Data Plus Math. “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.”
About Data Plus Math
Data Plus Math is a media measurement company that helps connect advertising exposures to real-world outcomes. Powered by millions of households of cross-screen viewing data, the company’s TV and Video attribution platform is used by cable operators, national programming networks, agencies and marketers to measure which components of their advertising campaigns are driving results. Data Plus Math’s investors include Comcast Ventures and Greycroft Partners and the company is headquartered in Boston, Massachusetts.