• by Wayne Friedman , January 5, 2024

Amid rapid growing data alternatives in the TV/media space, upstart video measurement company VideoAmp has made two major structural changes: It is parting ways with Ross McCray, the company’s founder and chief executive officer, and will lay off 20% of its workforce, according to a company release.

Veteran TV executive Peter Liguori -- who has been CEO of Tribune Media, COO of Discovery Communications, and chairman of Fox Entertainment -- will assume the role of executive chairman for the company.

In addition, Peter Bradbury, a former Nielsen senior executive will be chief commercial and growth officer at the company.

VideoAmp -- among other new alternative TV measurement companies such as iSpot.tv and Comscore -- has made major news headlines over the last year or so, making major deals with large TV network-based media companies. 

VideoAmp has completed measurement deals with Paramount Global, Warner Bros. Discovery, NBCUniversal, Hallmark Media and other companies.

Alternative measurement companies are looking to compete with Nielsen to accommodate growing connected TV/streaming platforms as well as still serving declining linear TV networks.

In June of last year, Allen Media Group signed a 10-year deal with VideoAmp making VideoAmp its primary and preferred advertising currency. 

McCray will remain a board member. In a release, he said: “It is time for me to pass the baton and return back to my original love and roots of earlier stage company building. I continue to be deeply committed to VideoAmp for the long term.”

This story has been updated.