- Media measurement company VideoAmp has unveiled VXP, a tool designed to assist marketers reach and track audiences across linear TV, streaming and digital platforms, per a press release.
- VXP, which stands for VideoAmp Cross Screen Planner, will include census-level streaming data from publishers, including Disney, Fox and Paramount, along with its previously announced integrations with Snap. In all, the cross-platform dataset will span greater than 40 million homes and 65 million devices.
- VideoAmp uses patented clean-room technology to make sure privacy while integrating the datasets in order that advertisers can maximize their reach and effectively allocate their budget to their goal audiences, in line with the corporate.
With so many various options for video consumption, the media world is undoubtedly complex and quite fragmented. VideoAmp’s latest product demonstrates how publishers, data providers and programmatic corporations are working together to create ways to make things simpler for agencies and types.
VXP allows agencies and types to more efficiently reach their targets and augments VideoAmp’s currency-grade cross-platform measurement platform, which lately has emerged as a competitor to measurement heavyweight Nielsen.
For publishers like Disney, Paramount and Fox, VXP offers a greater method to benefit from content across linear, streaming and digital platforms as they work to show performance and outcomes for advertisers across their inventory, explained Dana McGraw, senior vp of information and measurement science at Disney.
“By leveraging insights rooted in identity and our clean room engagement with VideoAmp, we’re continuing to explore new ways we – and the broader industry – can plan and measure reach of audiences in streaming with accuracy and precision,” McGraw said in a press release.
The census-level data increases the precision of ad buys and media planning that has turn into more complicated amid the shift to connected TV and the emergence of social video platforms, in line with Megan Pagliuca, chief product officer at Omnicom Media Group, which is able to integrate audience and outcomes from its Omni operating system in VXP, per the discharge.
VXP is on the market to VideoAmp’s clients in early access and will likely be available for broader access within the second quarter of 2025 via an API offering.
Read the total article here
