LiveRamp, the platform that makes data accessible and meaningful, announced that it has completed the acquisition of Data Plus Math, a media measurement company that works with brands, agencies, cable operators, streaming TV services, and networks to tie cross-screen ad exposure with real-world outcomes.
“Today’s announcement represents a historic step in LiveRamp’s evolution toward providing the industry with a better way to plan, buy and measure television,” said Scott Howe, CEO of LiveRamp. “I’m pleased to welcome Data Plus Math to the LiveRamp family. Together, we are unlocking the power of data-driven TV for the entire ecosystem.”
TV advertising is the most powerful way for marketers to reach a wide audience, but it has historically lacked the ability to deliver people-based addressability and measurement across channels. By combining the reach and scale of TV with the outcome-driven capabilities marketers require, brands and agencies can now better coordinate the customer journey, deliver more relevant messaging, and tie TV campaigns to measurable return on investment (ROI). This move strengthens LiveRamp’s network and expands its ability to power experiences across the entire customer journey, all in a privacy-conscious way.
LiveRamp provides the identity platform leveraged by brands and their partners to deliver innovative products and exceptional experiences. LiveRamp IdentityLink connects people, data, and devices across the digital and physical world, powering the people-based marketing revolution and allowing consumers to safely connect with the brands and products they love.
Earlier this year, in April 2019, LiveRamp had acquired Faktor to enable streamlined consent management across the open web. This was a big win for the entire ecosystem and reinforced LiveRamp’s strategic focus on privacy and data stewardship. Due to evolving consumer privacy regulations like GDPR and California Consumer Privacy Act (CCPA), companies need to navigate more complexity around compliance than ever before. With the acquisition of Faktor, LiveRamp can further help clients and partners ensure compliance as part of its larger privacy-focused suite of offerings in Europe, North America and across the globe.
“The world’s largest and most innovative companies all believe that giving consumers increased visibility and control over their personal information is incredibly important, and recent regulatory requirements such as GDPR and the upcoming CCPA only make this more critical,” said Howe. “With the acquisition of Faktor, we hope to send a powerful message to our customers, partners and the industry—that everyone should be informed and have control over how their data is used.”
Faktor is a consent management platform (CMP) that delivers valuable benefits to consumers, publishers and brands. Consumers are able to better manage how and where their data is used; publishers receive the tools they need to operate sustainable business models, and brands can provide more meaningful experiences to their customers.
“This is a tool every single one of our enterprise customers and publisher partners should adopt, as it will significantly simplify and streamline the compliance process and enable better online experiences for their consumers,” continued Howe.
“When we founded Faktor, we did so because we wanted to give consumers heightened control over their data, while still enabling brands and publishers to thrive. We wanted to power a real online value exchange,” said Tim Geenen, CEO of Faktor. “Through this acquisition, we’re excited to extend our footprint into new markets and to scale our platform to accommodate the growing need and demand for a simplified, people-centric consent management platform at the enterprise level.”
“Faktor is a trustworthy partner for us, and they enable choice and transparency to our users. This has been instrumental in enabling a stronger relationship with our customers,” said Mila Dimitrova, Data Protection Officer at NOVA Broadcasting Group. “They provide an excellent product and managed service, and we are excited about the increased commitment and capabilities that will come through the LiveRamp acquisition.”
With the addition of Faktor, LiveRamp gains a deeply talented team of privacy-focused technologists dedicated to accelerating LiveRamp’s data stewardship efforts.