• by Joe Mandese  @mp_joemandese, January 8, 2024

Josh Chasin is out as Chief Measurability Officer of VideoAmp, one of three audience measurement research suppliers to receive conditional certification as an advertising currency by the U.S. JIC (joint industry committee).

The move follows the ouster late last week of Founder and CEO Ross McCray, who hired Chasin two years ago from Chief Research Officer of Comscore, which along with iSpot.tv are the other two conditionally certified JIC ad currencies.

"When I interviewed at VideoAmp, I told Ross McCray two things," Chasin said in a post on his LinkedIn profile early today, noting:

"First, I told him that they were in a competitively crowded bucket of TV data/measurement/attribution/activation companies, and that there was a much less crowded and more lucrative bucket, currency ratings. "You could win over here,' I said, gesturing to where I'd indicated that first bucket was, 'but what have you really won?'

"Second, I noted that in currency, typically 90% of the revenues come from sell-side -- a space they had yet to crack. But, I said, that was ok, because it was a whole new revenue pool to tap."

Chasin goes on to state that he consequently focused on "penetrating" the sell-side, meaning the TV/streaming and cross-platform video players selling advertising to advertisers and agencies based on audience measurement currencies.

Despite VideoAmp's relative success in winning sell-side adoption, as well as its conditional certification as an ad industry currency, the company announced it was laying off 20% of its workforce as part of its announcement that McCray was leaving.