Last updated Feb 9, 2026 by AI Enrichment
On January 2, 2020, LiveRamp, a leading data connectivity platform owned by Acxiom, acquired Data Plus Math (DPM) for $150 million. Data Plus Math was a television measurement and attribution company that specialized in connecting TV advertising exposure to consumer actions, providing advanced analytics for linear and addressable TV campaigns. The acquisition enabled LiveRamp to enhance its cross-channel measurement capabilities by integrating DPM's TV attribution technology with LiveRamp's identity resolution infrastructure. The deal was strategically significant as it positioned LiveRamp to bridge the gap between traditional TV advertising and digital marketing measurement at a time when the industry was rapidly evolving toward convergent TV. Data Plus Math's technology allowed advertisers to measure the effectiveness of TV campaigns by linking viewership data to online and offline consumer behaviors, addressing a critical need as marketers sought unified measurement across fragmented media channels. This acquisition strengthened LiveRamp's competitive position against other identity and measurement providers in the increasingly important connected TV and cross-channel attribution market.
This acquisition reflected the AdTech industry's broader shift toward unified identity and measurement solutions that could span traditional and digital media channels. As television fragmented across linear, addressable, and streaming platforms, the need for sophisticated attribution and measurement tools became critical for advertisers seeking to optimize their media investments. LiveRamp's acquisition of Data Plus Math signaled the convergence of identity resolution and TV measurement, two previously distinct market segments. The deal intensified competition with other cross-channel measurement providers and identity graph companies, while also positioning LiveRamp as a more comprehensive solution for brands navigating the cookieless future. It demonstrated how identity infrastructure companies were expanding vertically into measurement and analytics to provide end-to-end solutions, a trend that would accelerate as third-party cookies faced deprecation and privacy regulations tightened.