January 25, 2023
Allen Media Certifies VideoAmp, Will Roll Out With Weather Channel Upfront Deals
- by Joe Mandese @mp_joemandese, April 27, 2023
Add Allen Media Group to the list of networks certifying VideoAmp as a new trading currency for the 2023-24 upfront advertising marketplace.
The company said Tuesday that it would begin accepting ad buys for The Weather Channel based on VideoAmp's audience estimates.
The move comes a year after Allen Media Group filed suit against Nielsen claiming that the legacy TV advertising industry currency misrepresents audience estimates.
It also
follows VideoAmp's certification by multiple other big TV network companies, and comes as network-owned Open AP is scheduled to host an upfront-style event today to pitch advertisers and agencies on
its fledgling "joint industry committee," which plans to set standards and certify new ad marketplace currencies.
"Allen Media Group recognizes that the industry is headed towards a
multi-currency marketplace, and that innovation needs to continue for today's media landscape to be reliably measured,” Chairman-CEO Byron Allen stated, adding: “Our deal with VideoAmp
offers us the ability to not only better measure the AMG audience, but to also deliver best-in-class advanced advertising solutions to our advertising partners."
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With some of the 'multi-currency marketplace' data for ad-sales I have seen, if I was an advertiser or their media agancy I would be proposing a 'multi-currency payment system' to maintain equilbrium.
If the 'audience impressions' are beyond expectation or belief, and with no independent verification, should I pay in US dollars?
Maybe I should instead dip into the 'multi-currency marketplace' and pay in (say) Canadian dollars as a value leveller. If the 'audience impressions' are out of the realm of acceptance, or even beyond believability, how about paying in Mexican Pesos ... or why not go all in and pay with Chilean Pesos.
I'd be very wary of what you give may be what you get back in return.