Next ANA Ad Currency Pilot is with VideoAmp

In the USA, ad industry association the ANA has announced it will conduct a pilot test with Los Angeles-based VideoAmp, continuing its search for a privacy-compliant Cross-Media Measurement solution.

The association's 'CMM' initiative aims to improve audiences' experience of advertising through transparent measurement, and provide marketers with accurate metrics gathered in a privacy-safe manner. Following a planning phase of some months, a series of component pilot tests began in June with an agreement with Comscore, examining the Virtual People ID (VID) TV and digital audience measurement methodology.

The new VideoAmp pilot focuses on the same technology, specifically for measuring US television audience, and will test and evaluate approaches to the VID model, comparing the results produced by the different methodologies.

Launched in 2014 and with substantial finance from two recent rounds, VideoAmp has recently brought in senior execs including Josh Chasin and Cameron Meierhoefer from rival Comscore. The firm's system seeks not only to deduplicate or 'unify' audiences across media but also connect media exposures to an advertiser's sales.

Nathalie Bordes, EVP of Measurement for Marketers at the ANA, says of the new trial: 'The goal of the VideoAmp component pilot is to quantitatively assess the cross-screen reach and frequency of advertising campaigns using different approaches to the VID model and examine which derive higher accuracy for TV reach and frequency curves'. She adds that the ANA expects to be in market with an end-to-end CMM pilot late in the second quarter of 2022.

'Cross-platform reach and frequency measurement is a top priority for marketers', says Jonathan Steuer, EVP of TV Strategy and Currency at VideoAmp, 'but the methodology employed must give fair credit to TV, walled-garden, and other digitally-delivered ads. VideoAmp is excited to work with the ANA to help develop such an approach by combining our video measurement expertise with our unique contributions to the VID codebase'.

Web sites: www.videoamp.com and www.ana.net .

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