ANA To Test Cross-Media Measurement System With VideoAmp

The Association of National Advertisers has announced plans to test that a cross-media measurement system from advertising software/data company VideoAmp in the U.S. The news is the latest development in a push by advertisers and media to broaden their measurement options amid the controversy over Nielsen’s undercounting of TV audiences during the pandemic’s height and its loss of MRC accreditation.

ViacomCBS Adds VideoAmp As Nielsen TV Ratings Alternative

The network aims for “symmetry” by having agencies use the same tool for currency as for planning.

Dish, Blockgraph Lead Initiative To Harness Data For TV Ads

Companies in the advanced advertising business have formed the TV Data Initiative, a group that will look to accelerate the use of data in the television industry. The group includes Dish Media, Blockgraph, MadHive, VideoAmp, Eyeota and TVSquared and plans to spend the next six months assessing the state of data in the advanced TV ecosystem and identify challenges and opportunities.

VideoAmp Hires Omnicom’s Steuer

Video/TV advertising measurement company VideoAmp has hired Omnicom Media Group’s Jonathan Steuer as EVP of TV strategy and currency. In this new position, Steuer’s responsibilities will include developing new cross-media platform measurement — a “currency-grade transaction-ready TV dataset” for media buyers and sellers, delivery providers and other vendors. This would include all areas that involve linear TV, OTT, digital and walled gardens.