NBCUniversal announced today a partnership with Data Plus Math that will provide in-flight measurement of linear, VOD addressable and OTT inventory with attribution of client outcomes. The partnership will enable full funnel measurement for NBCUniversal clients, combining brand impact and direct attribution to site visits and sales. This is part of NBCUniversal’s ongoing commitment to invest in measurement capabilities and partnerships that demonstrate the power of its portfolio in delivering business outcomes for marketers.
The Data Plus Math platform will enable NBCUniversal to measure the incremental impact of audience delivery across all screens, resulting in desired marketing outcomes for its advertisers. With the Data Plus Math platform, NBCUniversal will provide in-flight reporting against audiences, including ATP, Audience Studio or OpenAP defined audiences, and will be able to measure the newly announced cross-platform campaigns powered with FreeWheel’s unified advertising decisioning.
“This is an important step in NBCUniversal’s measurement journey towards delivering on marketers’ objectives,” said Kavita Vazirani, Executive Vice President, NBCUniversal Insights & Measurement. “Unifying impressions with CFlight was our first step in elevating industry measurement. Now, our partnership with Data Plus Math will elevate cross screen measurement and outcome attribution for our clients, addressing a critical need for advertisers in the marketplace.”
“NBCUniversal has exhibited great leadership in moving cross-screen measurement forward with its CFlight initiative,” said John Hoctor, CEO, Data Plus Math. “We have been measuring campaigns for NBCU over the past year and we are thrilled to advance this relationship through licensing of our comprehensive measurement platform. Measuring TV today means much more than linear TV. It requires measurement of Smart TVs, set top boxes, VOD, streaming, OTT and full episode players. We are excited to be working with an innovator in moving cross platform forward and in partnering together to ensure that video viewing gets the full credit and value it deserves.”
NBCUniversal continues to evolve measurement beyond legacy metrics and age and gender guarantees and has increased investments that focus on the measurement of audience consumption and business outcomes.
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.
NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a suite of leading Internet-based businesses. NBCUniversal is a subsidiary of Comcast Corporation. To learn more visit: www.nbcuniversal.com