LiveRamp To Buy TV Analytics Startup Data Plus Math For $150 Million

LiveRamp said Monday it has agreed to acquire the television analytics company Data Plus Math for a cash and stock deal worth $150 million. It’s a strong exit for Data Plus Math, which has raised $7.5 million over two rounds since 2016, and has about 20 employees. And the acquisition gives LiveRamp a strong footholdContinue reading »

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CTV Data Is Massively Fragmented: Here Are Three Ways The Industry Is Stitching It Back Together

The tsunami of data surging into TV introduces a massive amount of complexity and fragmentation into what used to be a simple media buy. “It’s really complex to buy, and that’s spooking a lot of buyers off,” said Tracey Scheppach, who buys addressable connected TV (CTV) with her agency Matter More Media. CTV, which isContinue reading »

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How Digital Agency Essence Hopes To Bring Addressability To TV

Last year, the GroupM digital agency Essence broke into traditional TV. Now, Essence is working with all of the major TV networks to sell their inventory in a more addressable way, said CEO Christian Juhl. “We’re trying to work with major publishers on changing the way they sell media,” he said. “But the things we’reContinue reading »

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Are Advertisers’ ‘Tried-And-True’ Methods Lagging In The Age Of Me TV?

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Chuck Moxley, chief marketing officer at 4INFO. The good news: Today’s TV viewers are more reachable across more addressable channels than ever before, broadening how and where they consume media. The bad news: ManyContinue reading »

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Three Investment Trends To Watch In 2019

Investors are well over their brief love affair with independent ad tech, but other categories –namely mar tech, customer data platforms (CDPs) and advanced TV technology – are now catching their eye. Why? In a word: growth. “Growth is still what commands exit premiums – growth is what people pay for,” said Deborah Farrington, founder andContinue reading »

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Why New Buyers Must Understand The Nuances In Advanced TV

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Chris LaHaise, director of TV solutions at dataxu. LUMA Partners CEO Terry Kawaja recently named advanced TV as the thing he was most bullish about in the coming year. “I am most excited aboutContinue reading »

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Is Verizon Still Interested In Addressable Advertising?

The Wall Street Journal’s revelation Friday that Tim Armstrong, leader of Verizon’s Oath media and advertising group, is in talks to depart the company is in stark contrast with the elevation of media and advertising at its biggest competitor AT&T. When Verizon first assembled Oath, many industry insiders wondered if it would create a newContinue reading »

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Forrester On Addressable TV: ‘It’s Not Just Experimentation, It’s Real This Time – Thank God’

This isn’t a test: Data-driven TV planning is finally having its moment. About 15-17% of advertisers in the US already regularly include addressable or advanced TV buys in their media plans, according to a joint Forrester/Association of National Advertisers survey of 126 ANA members released Wednesday. An additional 20-30% of advertisers plan to start dippingContinue reading »

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Altice USA Launches Advanced TV Unit A4

Altice USA launched an advanced TV business on Thursday called A4 to provide marketers and MVPDs with audience-based, multiscreen advertising solutions. A4 is the culmination of multiple acquisitions by Altice, starting with Cablevision in 2015, said A4 President Paul Haddad, who heads the 500-person team. Altice also has acquired addressable TV platform Audience Partners andContinue reading »

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AT&T Advertising’s Talent Bench Takes Shape

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Ever since AT&T hired GroupM honcho Brian Lesser last August to lead its new advertising and analytics business, he’s been on a hiring spree. And many of the recruits share one thing in common: They’ve earned their programmatic stripes in some capacity. Time will tell how the AT&T Advertising & Analytics division will develop shouldContinue reading »

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