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State of the Screens

LiveRamp Buys Data Plus Math to Boost Targeted TV Ad Presence

By July 3, 2019No Comments
Big News: LiveRamp has agreed to acquire Data Plus Math for $150M ($120M in cash + $30M in stock).  

What is Data Plus Math?
  Data Plus Math is a software and analytics company that helps advertisers attribute business outcomes to advertising spend.

Quote from Scott Howe – CEO @ LiveRamp:
“As an industry we’ve been talking for the past couple years about when is the turning point coming in television?”

Flashback #1: LiveRamp Adds Connected TV Integration, Posts 35% Rise in Revenue

Flashback #2: As Television Gets More Digital, TV Advertising Needs To Follow Suit


Key details for Data Plus Math:
1) Founded in 2016
2) 20 employees
3) ≈ $5M in annual revenue
4) 24-30X revenue multiple on the purchase price
5) $7.5M in capital raised over 2 funding rounds
6) The companies share 10 customers

Quote from Allison Metcalfe — GM of TV @ LiveRamp:
“In the new world you can say, ‘I’m going to pay you to get this many people to come to my website, or I’m going to pay you based on this sale metric that I care about.’ These are becoming secondary guarantees”

“What the network may offer to the buy-side is both a traditional Nielsen metric, but also a secondary guarantee based on outcomes as well. That’s very ground-breaking and new to the industry. The currency hasn’t changed for decades. This is a very new, revolutionary idea.”

Our take: This is a big win for the Data Plus Math team and the entire advanced video ecosystem.  Smart companies like LiveRamp are not willing to pay 24-30X multiples if a vertical isn’t hot.

Video:Data Plus Math’s LiveRamp Sale ‘Closes The Loop’


More #1: LiveRamp’s Latest Deal Shows How TV And Digital Are Becoming More Like Siblings Than Strangers

More #2: LiveRamp to acquire Data Plus Math to fuel outcome-based investment for TV

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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