VideoAmp Launches Campaign Optimizer Measure

In the US, TV software and data platform VideoAmp has launched a cross-channel campaign attribution solution for measurement, planning and audience activation, called Campaign Optimizer. The launch follows the acquisition of Conversion Logic earlier in the year.

Conversion Logic's dashboard, simulation and optimization engine, and machine-learning attribution models were used to measure the incremental impact and lift of advertising on business outcomes such as sales, in-store visits and subscriptions. Now integrated into VideoAmp's platform, this has resulted in the launch of Campaign Optimizer, which VideoAmp says goes beyond traditional multi-touch attribution, providing clients with tools to measure performance across linear TV, OTT and digital channels; identify converting audiences; and plan against available inventory, so they can 'buy more of what's working'.

Campaign Optimizer is powered by VideoAmp's commingled TV viewing data, which covers 28 million households and 40 million devices, providing a view of an advertiser's impact on business outcomes. Features of the new solution include attribution reporting, encompassing both linear and digital investments; and audience breakdown beyond age and gender, to include ethnicity, education, household income and presence of children across both TV and digital.

Kelly Metz (pictured), VP of Product Marketing, comments: 'The Campaign Optimizer solution was purpose-built to solve cross-channel campaign reach and frequency management and attribution. It equips our clients with the necessary tools to optimize their investments between linear television, programmatic platforms, digital publishers and walled gardens, eliminating waste and egregious over-frequency and increasing the conversions they care about most'.

Web site: www.videoamp.com .