VideoAmp Data to Fuel Local Broadcast Ad Buying

In the US, VideoAmp has announced an integration with O-N-X, an automated transaction platform focused on local broadcast television. O-N-X will now incorporate the media measurement specialist's national dataset.

VideoAmp is headquartered in Los Angeles and New York with offices across the US, and was founded in 2014 as a platform for buying, measuring and optimizing digital video ads. Earlier this month the firm announced new first-party data integrations with SiriusXM Media and National CineMedia (NCM), allowing advertisers to plan campaigns across streaming, CTV, digital video, audio and cinema environments within a unified framework.

O-N-X aims to modernize the buying and selling of local television advertising - until recently the domain of 'spreadsheets, phone calls and fragmented market data' - through the introduction of automated transaction infrastructure designed specifically for broadcast. The firms say the integration will expand the analytical signals available to broadcasters and buyers, adding insights including audience reach and delivery projections, and enabling stronger forward forecasting, improved reconciliation and greater confidence in guaranteed transactions across all 210 US broadcast markets.

VideoAmp CRO Bryan Goski (pictured) comments: 'Local broadcast remains one of the most important, yet least modernized, parts of the TV advertising ecosystem. By integrating VideoAmp's commingled set-top-box and smart TV dataset into O-N-X, we are helping bring greater transparency, automation, and predictive intelligence to the local marketplace, enabling broadcasters and buyers to transact with greater confidence.

Web site: www.videoamp.com .