VideoAmp, a leader in media measurement, has taken a leap forward by directly integrating client data sets into its proprietary platform, VALID™, providing advertisers with a clearer, more comprehensive view of how their ads are driving conversions across linear TV, streaming, and digital platforms.
In a bid to enhance how outcomes are measured for advertisers in sectors like CPG, auto, credit card, and pharmaceuticals, VideoAmp announced that it will now incorporate data from top outcome providers into VALID™. This advanced integration allows advertisers and publishers to access faster and more accurate insights into how their ads perform, paving the way for more effective media strategies.
At the heart of VALID™ is the VideoAmp Commingled ID Graph, which brings together a variety of online and offline identifiers to create a single, unified graph. This technology connects impressions, audiences, and outcomes, leading to a remarkable 70% boost in measurement match rates compared to single-provider solutions. By tapping into multiple datasets, this graph helps advertisers and publishers reduce inefficiencies, ensuring they reach their target audiences more effectively and optimize their media investments.
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“These enhancements are a game-changer for our clients across different industries,” said Josh Hudgins, Chief Product Officer at VideoAmp. “With these integrations, we are creating the foundation for standardized outcome reporting across sectors, helping our clients unlock the full potential of their media investments.”
Several leading outcome providers, including Affinity Solutions, Circana, Polk Automotive Solutions from S&P Global Mobility, PlaceIQ, and PurpleLab, have already integrated with VALID™. This allows advertisers to gauge conversions more accurately, identify valuable audiences, and optimize campaigns both during and after they run. Publishers, in turn, gain crucial attribution insights that can tie ad inventory to actual business results, offering advertisers more accountability.
Earlier this year, VideoAmp’s enhanced capabilities were put to the test by a major CPG brand. The brand used VideoAmp Advanced Currency to target specific audiences across multiple networks, resulting in an 86% higher conversion rate when using loyalty card data from Circana compared to standard demographic campaigns.
“Circana is thrilled to work with VideoAmp to help advertisers showcase their performance,” said Amy Marentic, president of Global Solutions at Circana. “By using our deterministic data, advertisers can significantly improve their return on ad spend by optimizing media buys around the content that best resonates with their customers.”
In another case, a pharmaceutical brand leveraged health data from PurpleLab, achieving a 50% higher conversion rate through VideoAmp’s platform compared to traditional demographic campaigns.
“We’re entering a new age of TV advertising, where brands have unprecedented opportunities to measure the true value and outcomes of their ad spend,” said Ted Sweetser, VP of Advertising Partnerships & Strategy at PurpleLab. “Thanks to VideoAmp, CMOs can now better understand the ROI of their TV investments—something that was previously out of reach for many.”
With these advanced outcome measurement capabilities, VideoAmp is pushing the boundaries of what advertisers can achieve, making it easier to see the direct impact of their media investments.