VideoAmp and TransUnion Launch Cross-Media Measure

In the US, VideoAmp's TV software and data platform has been integrated with TransUnion's TruAudience marketing solutions business, to create an analytics solution for cross-platform media measurement and optimization.

Two years ago, consumer data and credit reporting agency TransUnion merged three of its acquisitions to launch TruAudience, which powers data-driven marketing and measurement with a suite of privacy-enhanced identity resolution, data enrichment, audience targeting and advanced measurement solutions. By integrating this with VideoAmp's TV viewing dataset, the firms say marketers will have access to 'even more accurate visibility' into the effectiveness of their linear TV advertising.

Specifically, the integration enables marketers to measure the impact of their campaigns across TV and digital channels, connect their media placements to purchase behavior, and use these media effectiveness insights to optimize media and creative placements, budget allocation, and audience targets. Resulting measurement outputs are fed into VideoAmp's platform for real-time algorithmic media plan optimizations.

VideoAmp President Michael Parkes says the integration will enable marketers to make data-driven decisions and optimizations that drive better outcomes that connect directly into their media plans. Michael Schoen, EVP of Marketing Solutions at TransUnion, adds: 'At TransUnion, we're making marketing analytics and data science exponentially more accurate and actionable for marketers, and this partnership is a great addition to our unique combination of identity-based data and media-spanning integrations'.

Web sites: www.videoamp.com and www.transunion.com .