VideoAmp Unveils New Multi-Source ID Solution

US-based media measurement, data and software solutions provider VideoAmp has a new Identity solution, integrating ID data from multiple providers in one system to help ensure advertisers and content owners their audience targeting is hitting the mark.

VideoAmp provides measurement and optimization tools that unify audiences across traditional TV, streaming video and digital media. The firm aims to replace panel-only solutions for media measurement, planning, optimization and currency with large scale datasets reaching nearly 40 million households and more than 60 million devices across the US. In September it announced the raising of $150m in a Series G round of growth funding, while simultaneously laying off about 10% of its workforce.

The new 'proprietary commingled Identity solution' addresses the demise of the cookie and uses clean room technology to safely ingest and cross-reference high-quality identifiers like hashed emails, signed-in users, IP addresses and device IDs in a privacy-safe way. Providers whose assets are used include Experian, Verisk and LiveIntent.

The system promises enhanced precision and scale; a unified and consistent view of audiences throughout their journey; future-proof privacy-safe design; and universal interoperability - it is compatible with a range of major identity providers. Combined with VideoAmp's big data solutions it also underpins the firm's advanced currency solution.

CTO Tony Fagan (pictured) comments: 'Every use case for advertising measurement and currency today hinges on identity as the lynchpin for quality, accuracy, and effectiveness. With the advancements and speed of innovation in this space, we wanted to implement an identity solution that not only keeps up, but sets a new standard for targeting and precision. The better we get at identity, the better we get at everything. We didn't find a solution that accounted for the gaps and discrepancies we were seeing, so we created one. The launch of our commingled identity solution means more impressions delivered to advertisers' intended audiences, so they can deliver better ROI'.

VideoAmp is headquartered in Los Angeles and New York with offices across the US, and is online at www.videoamp.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.