Sophie Blake
Disney Advertising on Thursday announced a clean room integration with VideoAmp to enhance cross-screen measurement.
The integration, which will provide customers with direct audience-based matches while maintaining user privacy, combines Disney’s Audience Graph and Ad Exposure Log Files with VideoAmp’s proprietary TV Viewership footprint powered by its clean room capabilities.
“As viewership rapidly shifts to streaming and connected TV, clients are looking for a holistic understanding of audience across all touchpoints, and identity interoperability will be critical to deliver brands a comprehensive and consistent understanding of audience,” said Lisa Valentino, EVP of Client Solutions and Addressable Enablement at Disney Advertising.
“Clients want to know how their media investments translate into real results and performance, and options in measurement based on the unique needs of their business across all categories. Our new integration with VideoAmp marks material progress toward empowering marketers with innovative measurement validated by first-party data,” Valentino added.
Disney Advertising and VideoAmp started initial brand tests this quarter with Omnicom Media Group.
VideoAmp’s President Michael Parkes commented: “Together, we are enabling advertisers to plan, measure and transact across high-value advanced or demographic audiences and measure the true impact of their investments by connecting media performance to real business outcomes, using VideoAmp data and measurement as currency.”
After launching its clean room data solution in October 2021, Disney Advertising announced an integration with Horizon Media in March this year to help advertisers measure their online ads, and joined forces with The Trade Desk in July to ‘’power greater audience activation at scale programmatically’’.
Earlier this year, VideoAmp acquired New York-based media investment optimization provider Elsy for an undisclosed sum.
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