‘Project Thor’ Analytics Firm Makes Smart TV Deal With Inscape

Data Plus Math gets info on ad exposures

Data Plus Math, the research company behind what was called Project Thor, designed to create a standardized measurement of the impact of TV advertising, has formed a strategic relationship to get smart TV viewing information from Inscape, the data division of Vizio.

Led by the Video Advertising Bureau, dozens of TV companies met with Data Plus Math in October to find out about its attribution platform, which lets clients know how much TV advertising exposures are powering their marketing efforts.

Related: Networks Plan Q1 Test of Data Plus Math Ad Attribution Platform

After the meeting, a handful of broadcast and cable network owners agreed to test Data Plus Math’s attribution platform. Those companies include A&E Networks, AMC Networks, The CW, Discovery Communications and Fox News Channel.

The Project Thor codename, used to arrange the meeting, has largely been dropped.

Related: Sorenson Media Using Smart TV Real-Time Data From Inscape

The data from Inscape will enable Data Plus Math to help TV networks, distributors, agencies and clients to better understand and properly attribute the lift that results from each advertising exposure, the companies said.