Building on its deal with Disney Advertising, TV measurement company VideoAmp is gaining access to Disney's “clean room” operations that it launched last year -- to bring cross-screen measurement to a new level.
The two companies have been working with Omnicom Media Group in a test of integrated identity data, which started in the current quarter.
Clean-room efforts go further to match first-party identity data with a privacy-centric approach and in a more precise way. There is less need for advertisers to use third-party demo-based measurement, which media executives say doesn’t translate into identity.
VideoAmp’s TV viewership tallies ad exposures at the device level from set-top box and automatic content recognition (ACR) data. It uses ACR data to deduplicate audience reach and frequency across streaming and linear channels.
The clean-room efforts started this past summer, when Disney integrated its first-party data with The Trade Desk open-source/industry-wide identity graph UID 2.0.
Disney and VideoAmp say the clean-room effort will not only allow data interoperability for measurement in a privacy-first manner for joint clients, but will also result in “holistic reach and frequency measurement” across linear TV and Disney digital properties.
In addition, the clean-room effort will reveal insights for advertisers across traditional age and gender demos, advanced audiences and business outcomes that can maximize advertising ROI.