Data Plus Math inks deal with Vizio for smart TV ad info | Ad Tech | News | Rapid TV News
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Data Plus Math, a research company focused on creating a standardised measurement of the impact of TV advertising, has formed a strategic relationship with Vizio’s Inscape division to add smart TV viewing information to its mix.

thor 2 jan 2018Data Plus Math’s attribution platform, previously code-named Project Thor, measures TV advertising exposures, so TV networks, distributors and brand marketers can better understand and properly attribute lift stemming from ads. A&E Networks, AMC Networks, The CW, Discovery Communications and Fox News Channel are all testing it.

Inscape, the data division at the TV maker, gathers automated content recognition (ACR) data from 7.7 million Vizio US TV sets.

“TV is massively under-credited as a driver of consumer activity,” said John Hoctor, CEO at Data Plus Math. “The data shows that TV advertising is doing a lot of the heavy-lifting for marketers, and that last-touch digital advertisements are all too often getting too much credit.”