Software and data platform, VideoAmp, has announced a partnership with ViacomCBS in which it will provide the media and entertainment company with an alternative currency to plan, transact and measure national media campaigns.
Through this partnership, ViacomCBS will leverage VideoAmp’s proprietary commingled TV Viewership dataset to guarantee linear media transactions against age and gender demographics. Additionally, ViacomCBS will utilise VideoAmp’s data as an underlying currency to create and guarantee delivery of media campaigns against customised advanced audience segments through Vantage, ViacomCBS’ advanced advertising platform.
“We are thrilled to be partnering with ViacomCBS as an alternative currency as they go into a new broadcast season. We truly value ViacomCBS and their forward-thinking strategy when it comes to a new era of media transaction, measurement and, ultimately, the currency options that power it. We want to unlock value for publishers in a privacy-safe way that keeps their audiences at the forefront, regardless of the channel they’re using,” said Ross McCray, Chief Executive Officer and Co-Founder of VideoAmp.
“The measurement marketplace needs diversification. VideoAmp is an innovator who can help us accelerate our vision around the future of currency. We’re excited to leverage their platform to bring better insights and better measurement to advertisers and their agencies,” said John Halley, Chief Operating Officer of Advertising Revenue at ViacomCBS.
Earlier this month, VideoAmp announced pilot programs with six major advertising holding companies as part of their efforts to unite the industry around an alternative independent measurement option.