Data Plus Math, Kantar Team For Advanced Advertising

TV attribution company Data Plus Math has struck a partnership deal with media/marketing researcher Kantar to develop advanced analytics for advertising.

Kantar will contribute to measure campaigns -- short-term and long-term -- when it comes to awareness, favorability and intent. Its Brand Lift Insights product looks at the impact of digital and traditional ad campaigns across all formats, including TV, connected TV, social and mobile.

Data Plus Math will measure short-term campaigns and their impact on website visitation, product sales and foot traffic. Its MediaFX platform is currently used by more than a dozen national programming networks and cable TV operators measuring the effectiveness of TV advertising.

Recently, Data Plus Math has been key in helping client A+E Networks offer primary TV guarantees to marketers, based on new marketing outcomes.

WPP Group, owner of Kantar, is considering selling a stake in the analytics group to a financial or strategic partner, according to reports. It would be among the first major moves by Mark Read, its CEO, since he took over in September after the departure of longtime founder Martin Sorrell.



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