VideoAmp Launches VALID To Push Advanced Currency Adoption

By Jon Lafayette
( Broadcasting & Cable )
published

Product includes audience data, identity graph and clean room

VideoAmp VALID
(Image credit: VideoAmp)

VideoAmp, one of the media measurement companies looking to challenge Nielsen, introduce VALID, its system that uses advanced currencies to help advertisers more precisely target audience.

VALID stands for VideoAmp Linked Identity & Data. It combines VideoAmp’sTV viewership data, which is based on big data from set-top boxes and smart TVs in 39 million households, with a commingled identity graph and patented clean room technology, which allows the data to be securely shared with clients.

The new product emerges two months after VideoAmp’s CEO Ross McCray stepped down and the company disclosed laying off 20% of its staff.

“In today’s advertising landscape, where the demise of cookies, the shift to on-demand streaming, and privacy regulations create challenges, VALID enables deduplicated cross-platform measurement in a secure way,” said Josh Hudgins, Chief Product Officer at VideoAmp. “The VALID identity graph, coupled with our clean room technology, connect disparate online and offline datasets giving advertisers a full picture of how their campaigns drive outcomes in the real world.”

Also Read: VideoAmp Navigates Mediaocean in Currency Test With Paramount, OMG

According to a video produced by the company, $130 billion worth of advertising spending is wasted because of inaccurate targeting.

A number of major media companies are working with VideoAmp and using its advanced currencies for selling advertising. Instead of being based on broad demographics, such as age and sex, advanced demographics target and measure car buyers, outdoor enthusiasts, sports fans and other groups likely to buy a product.

“We are thrilled to work with VideoAmp for Advanced Currency and Measurement, bringing further attention to the need for accurate representation of Hispanic audiences,” said Brian Lin, senior VP of product management at TelevisaUnivision. “We are focused on helping advertisers reach more of the right people at the right frequency across screens, and we’re excited to work with VideoAmp to bring this vision to life in 2024 and beyond.”

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.