ViacomCBS explores alternative currencies with VideoAmp
ViacomCBS partners with the VideoAmp software and data platform to create an alternative currency for planning, transaction and measurement of national advertising campaigns.
The programmer, who owns CBS, cable networks like Comedy Central and Nickelodeon, and ad-supported streaming services like Paramount + and Pluto TV, will use VideoAmp’s TV audience dataset to secure multimedia transactions. linear according to age and sex. It will also use VideoAmp data as the underlying currency to create and deliver media campaigns against advanced audience segments personalized through Vantage, ViacomCBS’s advanced advertising platform.
Vantage is a data targeting platform that offers predictive modeling, continuous optimization, and insights to advertisers. The VideoAmp dataset combines set-top box and Automatic Content Recognition (ACR) data into a unified dataset to provide a deduplicated view of media delivery and ad performance on traditional TV, streaming video and digital media.
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âWe are excited to partner with ViacomCBS as an alternative currency as they enter a new broadcast season. We really appreciate ViacomCBS and its forward-thinking strategy when it comes to a new era of media transaction, measurement and, ultimately, the forex options that fuel it. We want to unlock value for publishers in a secure-for-privacy way that keeps their audiences front and center, no matter what channel they’re using, âVideoAmp CEO and Co-Founder Ross McCray said in a statement.
âThe measurement market needs diversification. VideoAmp is an innovator who can help us accelerate our vision for the future of currency. We are excited to leverage their platform to bring better insight and metrics to advertisers and their agencies, âsaid John Halley, Director of Ad Revenue Operations at ViacomCBS, in a statement.
Major content owners like ViacomCBS are exploring alternatives to ad currencies, as Nielsen, a mainstay of TV audience measurement, is increasingly being scrutinized for its methodology.
Earlier this month, the MRC served Nielsen two no-confidence votes and suspended his accreditation.
“While we are disappointed that the situation has come to this, we believe these are the appropriate steps the RCN needs to take at this time,” RCN CEO and Executive Director George Ivie said in a statement. . âMRC’s board of directors, which represents a very wide range of industries and includes advertisers, agencies and media companies of all types, is strongly united in its positions on these issues. “
In August, Discovery CEO David Zaslav criticized Nielsen for his “outdated measurement system.”
âYou have Google and Facebook, you have these tech companies. They know exactly who is watching, they know exactly who they are, what they are buying, what they want to read, âhe told a MoffettNathanson investor conference. âAnd we’re dealing with this archaic measurement system that advertisers love because they can rely on something that fundamentally underestimate us. As great as our industry is, we haven’t been able to convince Nielsen to pull himself together.