Data Plus Math’s New Addition: A Product VP

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Data Plus Math (D+M), a provider of television attribution, ROI and conversion metrics, has selected a leader with 20 years of experience in digital advertising as the company’s VP of Product.


The position is now held by Joran Lawrence, who Data Plus Math believes will bring “a distinct perspective” to its recently launched cross-screen measurement capabilities and expanded ability to show closed looped performance of digital, linear TV and OTT advertising in a single dashboard.

Lawrence will work closely with founders John Hoctor and Matthew Emans to bring the company’s vision to reality. In D+M’s words, he is tasked with ways “to transform the way adverting media is measured and transacted by developing intelligent products used by agencies and advertisers that provide new measures, offer unique insights, and deliver actionable intelligence.”

D+M CEO John Hoctor commented, “As advertisers increase their spending on data-enabled ads, the need for a robust measurement platform has never been greater. Joran’s experience within the data-driven digital advertising space, specifically with cross-device measurement, will be a valuable asset for our goal of standardizing attribution across the whole media ecosystem.”

Lawrence joins Data Plus Math from Verizon Media, where he was Vice President of Product Management. In this role, he led the team responsible for monetizing data across all advertising platforms.

Prior to Verizon Media, Lawrence served as VP of Product Management at Millennial Media, which was acquired by AOL in 2015. Before that, Lawrence was the Director of Product Management at Jumptap, where he helped lead the company’s efforts to bring data-driven audience targeting to mobile.

“Data Plus Math’s goal of advancing attribution in the advertising space and its desire to design a cross-screen TV/video media solution that is optimized based on attribution is particularly interesting to me,” Lawrence said. “I am thrilled to be joining the Data Plus Math team to help drive the company’s product strategy forward.”

Boston-based Data Plus Math’s investors include Comcast Ventures and Greycroft Partners.

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