Video Ad Measurement Platform Launches

In the US, Ross McCray and Dave Gullo have launched a company called VideoAmp, which offers a single platform through which to buy, optimize and measure digital video ads across TV, mobile and desktop devices. The partners have raised $2.2m to kick start the new venture.

Santa Monica-based VideoAmp's platform provides a range of advertising metrics as well as audience and viewability guarantees. In addition, the solution gives access to private and public inventory across all channels, along with real-time reporting updated every three seconds.

The platform also features Nielsen Online Campaign Ratings data, and supports third-party viewability tracking from companies such as Integral Ad Science, Moat and DoubleVerify. McCray and Gullo say theirs is the first company to create a solution that optimizes across channels in a way that can increase an advertiser's reach, while decreasing its costs by up to 30%.

McCray states: 'We strongly believe video should be treated as a holistic way to communicate regardless of platform with one way to measure, buy and optimize campaigns. In addition to building this solution, VideoAmp also addresses some of the other industry pain points such as viewability, audience discrepancies and fraudulent traffic among others.'

New funding comes from Anthem Venture Partners, Simon Equity Partners, Third Wave Capital, Wavemaker Partners and ZenShin Capital.

Web site: www.videoamp.com .