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Data Plus Math and Verance® Aspect™ Partner to Bring Next Gen TV Attribution Measurement to Broadcasters

New York, June 13, 2018 – Data Plus Math, a leader in television attribution, ROI and conversion metrics, today announced that it has entered into a preferred partner agreement with Verance® Aspect™, an open watermark technology selected as part of the ATSC 3.0 Next Gen TV Standard, to bring analytics and attribution measurement to broadcasters.

The agreement will combine Verance® Aspect™ data with the industry leading analytics and attribution solutions from Data Plus Math and provide more precise audience data and analytics to local broadcasters. The combination of the Data Plus Math analytics tools with Aspect data will introduce a Next Gen TV compliant multi-touch, multi-TV approach to attribution and help local programmers better analyze and monetize their inventory.

“This partnership is a crucial piece toward fulfilling the promise of Next Gen TV,” says John Hoctor, co-founder and CEO of Data Plus Math.  “We will be connecting the tools to enable better local programming analytics and attribution. The embedded Verance Aspect watermark will give programmers more accurate attribution measurement from Data Plus Math.”

“Aspect accelerates the delivery of leading Next Gen TV features – audience measurement, personalization and advanced advertising – across all ATSC 3.0 and ATSC 1.0 devices and distribution paths, including OTA, OTT and MVPD transmissions” says Nil Shah, Verance CEO. “This partnership further enhances the ability of local programmers to track, assess and monetize their audiences as the Next Gen TV protocol emerges.  It is a winning proposition for broadcasters, requiring no extra resources from those already deploying these technologies, and offering additional insights to support ad sales efforts.”

Next Gen TV, a new broadcast standard (also known as ATSC 3.0), will bring increased capabilities to local TV station owners. It will feature Internet Protocol transport that merges broadcast and broadband, resulting in better picture quality via UHDTV (Ultra High-Definition TV) and high-dynamic-range signals and enhanced audio.

The powerful combination of D+M and Verance technologies will solve an ongoing issue for broadcasters – capturing and measuring the impact broadcast advertising plays in directly driving results for advertisers.The standard will also enable dynamic ad insertion in live feeds and video-on-demand features. Two-way connectivity will provide viewers with supply-enhanced data capabilities, allowing advertisers to better target consumers down to the individual-device level.

Data Plus Math’s MediaFX™ platform is used by 11 major media companies, including national programming networks and cable operators, to better measure the effectiveness of TV advertising to drive product sales across a broad range of advertiser outcomes. The results from initial trials of the platform have shown that TV advertising drives significant and measurable lift in outcomes across a range of advertiser categories, including automotive, retail, travel, consumer electronics and financial services.


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.


About Verance

Verance® ASPECT™ is an audio watermarking technology that powers broadband features on broadcast television by enabling advanced, census-level audience measurement, personalization, interactivity and addressable advertising across all screens and distribution paths.  Selected as a foundational component of the Next Generation TV standard, ATSC 3.0, Aspect is fully compatible with the ATSC 1.0 broadcasting environment and currently being deployed by FOX, NBC, PBS and other leading broadcasters.  Verance content measurement and enhancement technologies are at the forefront of innovation and set the industry standard for television, movies and music.  Our solutions have been adopted by over 100 leading entertainment and technology companies and deployed in over 330 million consumer products worldwide.


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Jim Benson / Kevin Broderick

The Lippin Group for Verance


[email protected] / [email protected]


Bill Daddi

Daddi Brand Communications for Data Plus Math

[email protected]



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