VideoAmp Taps TiVo for Viewing Panel Expansion

TV software and data platform VideoAmp is partnering with DVR and TV tech and audience insights provider TiVo, to expand its viewing panel to cover 25 million devices in nineteen million US households.

Launched in 2014, VideoAmp offers a single platform through which to buy, optimize and measure digital video ads across TV, mobile and desktop devices. The platform also features Nielsen Online Campaign Ratings data, and supports third-party viewing tracking from companies such as Integral Ad Science and DoubleVerify. In May, the firm raised $70m in a new round of funding, which it is using to continue building its position in the marketplace.

Through the partnership with TiVo, VideoAmp will give marketers and media owners cross-screen media planning, measurement and optimization capabilities, bolstered by device-level viewing data and audience insights from participating multichannel video programming distributors (MVPDs), TV and DVR manufacturers. VideoAmp uses combined TV viewing data to map households to digital identity and ad exposure data, to model a nationwide, cross-screen audience. According to the firm, this makes it easy for marketers to target, engage, and measure in-market audiences across all TV, OTT and video screens, while for media owners it allows the analysis, 'packaging' and pricing of audiences.

Randy Laughlin (pictured), SVP Business Development at VideoAmp, comments: 'Historic data sets assume that there is only one TV in each household, which is no longer the case, and gives marketers an inaccurate picture of consumer behavior. With consumers accessing content on a variety of devices in different rooms, commingling the data from a variety of sources - including TiVo - allows us to see where the data overlaps and identify individual devices to understand what viewership really looks like'.

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