In the recently produced role, Fagan will assist VideoAmp boost its item suite to catch a bigger share of media measurement dollars in the $160 billion TELEVISION market– long dominated by Nielsen– which includes a proprietary data set that combines ACR and set-top box information throughout 28 million households.
VideoAmp will be the first measurement partner to incorporate with NBCUniversals Audience Insights Hub later on this year, an exclusive information clean room, so that marketers can bring their own information to One Platform.
AdExchanger spoke to Fagan.
AdExchanger: What made you decide to leave Google to join a tech start-up?
TONY FAGAN: I think its the best time in the industry for an alternative currency in the market.
Why did VideoAmp create the new role of CTO? What will you be building on the measurement front?
Were putting together the right group to go after this aggressively. I think they were trying to find someone who would lead the product development process for cross-screen measurement.
You want a product thats going to work throughout screens and is going to cover the life cycle of measurement, optimization and preparation. Advertisers are not identifying in between, “Oh, Im going to purchase linear TV over here and Im going to purchase YouTube over there and Facebook there etc.”
And thats generally the work that I did at Google for numerous years.
What are your instant concerns?
VideoAmp is already known for innovating and speed, but I want to go even faster. Theres a huge chance to do things in a various way in the market.
Everybodys lined up on this– marketers, firms, publishers on the TV side, publishers on the digital side. The work that the ANA is doing is a great example of that. This cant take years and years to get done.
How does VideoAmp see an alternative currency emerging, particularly in the wake of claims that Nielsen undercounted viewership throughout the pandemic?
VideoAmp is pursuing the large-scale information– set-top box data, clever TELEVISION data– and were concentrating on the various gadgets in streaming and in direct, the different methods which customers are using material. I believe thats the ideal starting location.
Among the things Ive discovered at Google with YouTube is that you actually needed what we call logs information in digital. You needed that massive information in order to comprehend at a granular level what was happening with content and ads, and to offer those insights back to marketers. It truly drives performance.
This is an advantage digital has had more than TV traditionally, however I dont think thats the case anymore. I believe its a level playing field now.
What have you heard from brands and firms around measurement in CTV during the current upfronts? Was measurement a significant need amongst companies due to concerns such as frequency topping?
Prior to signing up with VideoAmp, big brand name advertisers have actually informed me that theyre trying to find higher-quality advertising campaign. They would like to know ads are going to work on brand-safe content, an understanding of the audiences theyre reaching– innovative audiences– and they desire frequency capping.
Theyre fretted about the user experience and they do not want their advertisements to be spammy. Frequency capping across media today, throughout digital and TELEVISION, is challenging. These large-scale data sets permit you to do that much better.
What does identity appear like on CTV? Is an IP address an alright type of targeting? And does TELEVISION targeting need to move from a home level to an individual level?
I represented Google in the WFA and ANA work around cross-media measurement to come up with this proposed new standard for the market. And we talked rather a bit about this. Advertisers truly require both is the thinking today.
When you get to sort of what we call outcome measurement– what is the impact of the ad project on sales, for example– frequently thats done at the family level, state for CPG purchases.
You would like both in terms of your measurement and to optimize against both … but that puts you in a situation where youre going to need individual-level targeting and household-level targeting. And when you have TVs, you undoubtedly have shared watching, or several individuals in front of the TV set. Were going to be in a world for rather a long time where both exist together.
Can Google still innovate the way it as soon as did?
Google has a long, long history of innovation. There arent many companies that have the performance history of innovating the way Google has.
But it undoubtedly gets more difficult as the business gets larger and as therere more external pressures, whether its privacy or antitrust. I believe that theyre overcoming that things. Theyre not going to slow down, and I think the same is true for Facebook and Amazon, and a few of these other business.
This interview has actually been modified for clearness and length.
TELEVISION measurement business VideoAmp is bringing on Tony Fagan, a previous Google VP of ads data science and engineering, as its first chief innovation officer.
Fagan signs up with a number of other C-level hires over the previous year, as VideoAmp plots an expansion after a $75 million financing round in May.
Because 2020, previous Comscore COO Cameron Meierhoefer joined as chief item officer, former Trade Desk exec Paul Ross as chief monetary officer and previous Comscore officer Josh Chasin as chief measurability officer.
VideoAmp has its sights set on being the next Nielsen or Comscore. Its building cross-screen measurement capabilities as an option to tradition TV currency. The timing is ripe, as streaming and OTT fragment the viewing landscape.
Publishers are requiring services to measure how often individuals are viewing advertisements across direct, streaming and digital– and acquire a unified view into how their advertisement invest is performing.
Its building cross-screen measurement abilities as an option to legacy TV currency. You required that massive information in order to understand at a granular level what was going on with content and advertisements, and to offer those insights back to advertisers. I represented Google in the WFA and ANA work around cross-media measurement to come up with this proposed new requirement for the industry. You would like both in terms of your measurement and to enhance versus both … but that puts you in a situation where youre going to require individual-level targeting and household-level targeting. And when you have TVs, you certainly have shared watching, or numerous individuals in front of the TELEVISION set.