VideoAmp's New Advanced TV Tool Maps Viewership

Advertising technology company VideoAmp is working with consumer data company LiveRamp to start up a new advanced TV audience segment tool.

VideoAmp’s Custom TV Viewership Audiences will “map” smart TVs and set-top-box viewership to “privacy-compliant digital identity through a deterministic match and support the integration of first- and third-party data.”

LiveRamp helps companies to use customer data in online advertising. VideoAmp is using LiveRamp to confirm its digital efforts and give it more scale.

As many ad-technology companies are doing, new audience segments are shifting to “people-based” audiences from more broader age and gender segments.

The company says that putting together smart TV data -- from automatic content recognition (ACR) systems and set-top-box TV viewership -- creates greater scale for advertisers when looking at total U.S. TV viewership.

With regard to ACR data, VideoAmp has a partnership with smart TV set manufacturer Vizio’s Inscape unit. It collects anonymized television viewing on some 9 million Vizio smart TVs.

VideoAmp says it will help advertisers manage reach and frequency of campaigns across linear TV and digital media. The company says this will aid “index-based” TV. Combined with digital media, it is a lower-cost option when adding incremental reach points to a campaign.

The audience segment tool follows up on VideoAmp’s advanced TV planning platform, which the company started in April for the summer advertising upfront market. So far, $10 billion in media investment from advertisers has been planned through the innovative platform.

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