Video advertising firm VideoAmp has signed a number of deals with video programmers and over-the-top video platforms, in a bid to increase automation and improve cross-screen inventory.
The company says A+E Networks, AMC Networks, Sony Crackle, and Tubi TV have signed on to integrate with VideoAmp’s platform.
The integration will allow agency, brand strategy and investment teams “to plan, buy and measure their sell-side partners’ cross-screen inventory” for this year’s upfront, according to VideoAmp. The integrations continue for the scatter market, connected TV and digital video markets.
Videoamp says it has deals with a number of brands and agencies to advance its ad-buying strategy, including Omnicom. The goal is to optimize ad sales for business outcomes, such as store visits and conversions, rather than just targeting certain demographics.
“We’re evolving the upfronts to be cross-screen by enabling holistic inventory packaging for better allocation in the scatter TV and OTT markets later in the year,” says Ross McCray, cofounder-CEO of VideoAmp.
“When brands can measure and optimize their commitments against their desired business results, the industry can leave conventional vanity metrics behind and focus on delivering value,” he adds.