VideoAmp Adds Disney, Fox, Paramount to Planning Tool Using First-Party Streaming Data
The battle to become the de factor measuring stick for the media industry continues.
VideoAmp, one of several rivals to Nielsen that have emerged in recent years, unveiled VXP, a new media-planning tool that will incorporate first-party streaming data from Disney, Fox and Paramount Global to help advertisers understand how audiences are consuming content across various media platforms.
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VideoAmp clients will be able to utilize the technology and with broader access in the second quarter of 2025, meaning that the data will be available for use during the media industry's annual 'upfront' sales market, said Peter Liguori, VideoAmp's chairman, during a recent interview. 'This is already on and will be in use for the upfront,' he said.
VideoAmp introduces the new product as many advertisers and TV networks continue to explore alternatives to Nielsen in the streaming era. TV executives worry that people who watch their programs via digital means are not being counted reliably, even though Nielsen has introduced new products to do so and won accreditation for them.
'In pursuit of enabling precise, cross-platform planning for our rich and engaging content, this solution from VideoAmp will continue to expand the way we demonstrate performance and outcomes for advertisers across our inventory,' said Dana McGraw, senior vice president of data and measurement science at Disney, in a statement. 'By leveraging insights rooted in identity and our clean room engagement with VideoAmp, we're continuing to explore new ways we — and the wider industry — can plan and measure reach of audiences in streaming, with accuracy and precision.'
Omnicom Media Group, which buys advertising inventory for advertisers including Pepsi, said it would use VideoAmp's service. 'Census-level data provides the necessary precision required for more accurate planning across linear, streaming and now social video,' added Megan Pagliuca, OMG's chief product officer. 'Given the abundance of inventory generated from the shift to CTV and the importance of social video platforms, it is critical we have a complete view into our video investment opportunities. By integrating audience and outcomes datasets from Omni — the open operating system that supports all Omnicom agencies — Omnicom has and continues to work diligently with VideoAmp to build planning capabilities that reflect the full scope of the marketplace, ensuring a unified approach across all video channels.'
'Working more closely with VideoAmp allows the planning process to be far more holistic and representative of all Fox inventory across both linear and digital,' said said Darren Sherriff, senior vice president of advanced TV at Fox, in a statement. 'As the paradigm for buying extends beyond traditional linear to include cross platform, demo and advanced audiences, this evolution is essential for our agency partners and we are happy to support it.'
VideoAmp is also working with Snap, and Liguori indicated he expected other companies to join in weeks to come.
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