VideoAmp is getting its shot to handle Nielsen.
ViacomCBS tapped the measurement business to guarantee media buys. VideoAmp will measure TELEVISION campaigns based upon traditional age and gender demographics for linear TELEVISION. It will also guarantee innovative audiences.
The relocation marks yet another shift away from the industrys dependence on Nielsen as the dominant currency after the Media Rating Council removed the TELEVISION ratings giant of its National and Local TELEVISION accreditation.
ViacomCBS said it is not changing Nielsen.
” We see a future where Nielsen is among numerous rather of the only one,” said ViacomCBS Chief Operating Officer John Halley. ViacomCBS supports efforts by NBCU and the Video Advertising Bureau to advance alternative currencies. ViacomCBS is likewise working with Comscore as an option to Nielsen as TELEVISION currency.
” This is a market effort– were going to move jointly together– both the buy side and the sell side– to define that future, and ultimately its going to include multiple currency options based upon the marketers preference,” Halley stated.
ViacomCBSs announcement to partner with VideoAmp follows NBCUniversals call last month for “measurement independence” from the TV rankings giant. NBCU is reviewing more than 80 actions from measurement business to an RFP it issued last month– consisting of VideoAmp– to advance measurement options that can offer a unified take a look at viewership throughout streaming, mobile, desktop and linear.
Agencies want to test, too. 5 of the six major holding business are checking VideoAmp as part of an effort to produce an alternative currency for the industry, according to Campaign.
Developer adoption is a crucial, brand-new step: “ViacomCBS is one of the very first of the publishers coming out that weve been working with to state that we are now commercially ready to do warranties with them based on our data set,” said VideoAmp Co-Founder and CEO Ross McCray. In the past, its tech has primarily been utilized by companies and networks for attribution, analytics and preparation– not to ensure media purchases.
On the direct side, VideoAmp accredits a variety of set-top box, clever TELEVISION and ACR information. In digital and streaming, VideoAmp has direct combinations with publishers to get first- and third-party information from advertisement servers and tidy spaces. It likewise stitches those data sources together for cross-screen measurement.
VideoAmp claims this data can match against audiences more easily than Nielsens panel-based approach, specifically for use cases like deduplicated reach and frequency across linear, streaming and digital.
This TELEVISION viewership data will guarantee linear media transactions against age and gender demographics, such as 18- to 49-year-olds. Furthermore, VideoAmp information will ensure offers versus personalized audience sectors beyond age and gender through Vantage, ViacomCBSs advanced advertising platform.
When marketers bring their own first-party information, VideoAmp overlays it on its direct and digital information sets. Or it can generate outside third-party information sets to allow targeting versus movie lovers or truck intenders.
ViacomCBSs linear and Vantage purchases had relied generally on Nielsen and Comscore.
” Now, were going to utilize VideoAmps meaning [of advanced audiences],” stated Halley. “We can align the preparation KPIs– the preparation meaning of what that audience looks like– with the ensured meaning of what that audience appears like. Its an actually interesting chance for us to produce a great deal of efficiency on both sides.”
ViacomCBS had currently worked with VideoAmp through OpenAP, a consortium of TELEVISION networks constructed to allow marketers to purchase standardized audiences across their inventory.
OpenAP released its proprietary OpenID identifier in April to join linear and digital audiences across developers. VideoAmp is incorporated with the OpenID, and ViacomCBS is among the networks plugged into the tool.
“The idea here is that were going to fuse whatever to a set of open IDs, which will be able to give us cross-platform reach and frequency for any audience meaning and measurement,” Halley said.

VideoAmp will measure TV campaigns based on traditional age and gender demographics for linear TV. ViacomCBS is also working with Comscore as an option to Nielsen as TELEVISION currency.
On the direct side, VideoAmp licenses a variety of set-top box, wise TELEVISION and ACR information. In digital and streaming, VideoAmp has direct integrations with publishers to obtain very first- and third-party information from ad servers and clean rooms. It also stitches those information sources together for cross-screen measurement.

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