VideoAmp's 'Currency' Yields $3B In Media Deals For 2024

VideoAmp says its cross-platform media measurement has resulted in $3 billion in guaranteed alternative "currency” for media deals for 2024.

The company has grown 880% year-over-year in terms of media spend from deals transacted using its data -- overdelivering on expectations.

In September, it anticipated reaching a $1.5 billion level by year’s end.

For decades, advertisers and TV networks have used Nielsen TV data as their primary measurement source as “currency” for their media transactions.

For the 2024-25 TV/CTV upfront advertising selling season, Media Dynamics estimates national TV ad revenues totaled $29.5 billion.

VideoAmp’s VALID system (VideoAmp Linked Identity & Data) connects with TV viewership data from 40 million households and 65 million devices.

During this period, VideoAmp Commingled ID Graph has added TransUnion and Blockgraph to its group of providers, which included Experian, Verisk Marketing Solutions, and others.

advertisement

advertisement

VideoAmp says that over the same time period it extended measurement to include TV syndication programming and overnight video measurement. It also expanded integration with ad-technology company Mediaocean and started up a sports and out-of-home measurement effort.

Earlier this year, U.S. Joint Industry Committee (JIC) approved VideoAmp for transactions in the person/demographics category as a currency of record for 2024-2025.

During the year, VideoAmp’s measurement, planning and optimization platform was launched -- “Powered by VideoAmp” -- which can be integrated into media agencies, brands, and publishers’ ad technology platforms.

Publisher systems integrating with VideoAmp include Paramount Vantage, Warner Bros. Discovery’s Olli, and NBCUniversal’s One Platform Total Audience. VideoAmp says it has 98% coverage of the TV publisher ecosystem.

VideoAmp systems are in more than 50 media agencies, connecting to more than 1,000 advertisers. Buy- and sell-side clients include A+E Networks, Allen Media Group, IPG Mediabrands, Omnicom Media Group, RPA, and TelevisaUnivision, among others.

Next story loading loading..