Data onboarding software producer LiveRamp has completed the acquisition of Data Plus Math, a US-based advertising software developer backed by mass media group Comcast.
Although LiveRamp did not disclose how much it paid for the company, the size of the deal had been reported by various outlets as being $150m when it was initially agreed late last month.
Founded in 2016, Data Plus Math provides software that helps brands, cable operators, television streaming services, networks and publishers analysis the impact of TV and video advertising by mapping consumer exposure and behaviour.
Scott Howe, LiveRamp’s chief executive, said: “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.
“I am pleased to welcome Data Plus Math to the LiveRamp family. Together, we are unlocking the power of data-driven TV for the entire ecosystem.”
Data Plus Math raised $3m in funding from undisclosed investors in 2016 before adding $4.5m in May 2018, according to regulatory filings. Comcast Ventures and venture capital firm Greycroft were already being identified as investors in the company by that time.