VideoAmp 'Commingles' Linear TV and OTT Datasets

In the US, TV software and data platform VideoAmp has launched a 'commingled' dataset, boasting 26 million households on 37 million devices, and creating what the firm describes as the 'largest and most robust' linear television and OTT dataset in the advanced television market.

Launched in 2014, VideoAmp offers a single platform through which to buy, optimize and measure digital video ads across TV, mobile and desktop devices. Last year, the company was granted four patents for the planning, execution and measurement of advanced TV marketing; acquired IronGrid Data Services (IDS), which provides anonymized television viewing data covering more than eight million US households; and raised $70m in a new round of funding.

The company has now partnered with two Smart TV OEMs (original equipment manufacturers) and 38 MVPDs (multichannel video programming distributors) to bring together set-top-box (STB) data, commingled with automatic content recognition (ACR) data. Following strict privacy protocols, all data is scrubbed, enriched, normalized, anonymized, and integrated into a unified and de-duplicated panel. This panel is then modelled to the US census, to ensure the resulting TV footprint is representative of the entire 'reachable' US.

SVP of Business Development Randy Laughlin (pictured) says of the launch: 'The scale gives us the ability to accurately model, project and measure the advanced audiences that advertisers desire. And the diversity of our datasets gives our data science team the ability to correct flaws in each individual data source. Additionally, our variety of partnerships differentiates us in a significant way and we're looking forward to continued growth and providing new value to our customers in 2020'.

Web site: www.videoamp.com .