AMC, A+E, Discovery and Fox News Will Begin Testing the Attribution Model Formerly Called 'Thor'

Networks prepare to gather new data ahead of the upfront

A month and a half after more than 40 network ad sales and research execs met to discuss the attribution measurement platform formerly known as “Thor,” several networks are taking the next step and will begin testing the offering during the first quarter of next year.

The model from Data Plus Math (also known as D+M), an independent company that launched last year and provides analytics and data to networks, on a per campaign basis.will help networks determine the sales impact from premium, multiscreen TV video advertising—in other words, show how TV ads impact actual product sales.

Several

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