Software and data platform, VideoAmp, announced Tony Fagan as Chief Technology Officer, a newly created role for the company. Fagan will focus on the acceleration and innovation of VideoAmp’s planning, measurement and optimization solutions, along with the data that supports it. Fagan is one of several key hires VideoAmp has made this year with the intention of redefining media measurement and optimization for a more sophisticated advertising ecosystem. Fagan will report directly to CEO and Co-Founder, Ross McCray.

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Fagan brings deep technical expertise to the role, having spent almost 15 years at Google, most recently serving as VP of Ads Data Science and Engineering, prior to joining VideoAmp. While at Google, Fagan was focused on developing new algorithms and products for ad planning, targeting, optimization and measurement.

“Advertisers are increasingly buying video. Not necessarily TV or digital, but video in general due to the convergence of linear, OTT, streaming and digital video consumption. This is an inflection point for the industry and a great opportunity to reinvent measurement. Having worked with VideoAmp through industry partnerships, I’ve seen the speed and quality of their work first hand and am confident they are best positioned to lead this change,” commented Fagan.

Fagan joins VideoAmp as it continues to bolster its suite of offerings that solve measurement roadblocks faced by both advertisers and media owners in the $160B TV ecosystem. VideoAmp continues to heavily invest in its proprietary commingled TV viewership dataset and cross-screen measurement capabilities as an alternative means of currency for advertisers and publishers to transact on. The efforts are in response to the need for more sophisticated measurement solutions has greatly increased due to the proliferation of content viewership options, exacerbated by the rise of streaming and OTT platforms in recent years.

“People are consuming media on devices that didn’t exist a decade ago. The industry is well overdue for an alternative measurement and currency solution. New devices along with different platforms to watch on, has made it almost impossible for advertisers to have a holistic understanding of how their investments are performing across publishers. We are looking to redefine this process and unlock new value for our clients: advertisers and publishers alike. We look forward to Tony helping us get there,” McCray stated.

The advancements will build off of VideoAmp’s proprietary commingled dataset, which is considered the most trusted and highest quality in the marketplace due to its scale and proprietary methodology used for combining various data sources. The dataset commingles ACR and Set-Top Box data across 28M households and integrates into multiple digital data sources using first-to-market, privacy-safe offerings like cleanrooms. VideoAmp’s data, combined with a comprehensive toolset for planning, measurement, optimization and attribution, are all housed within the VideoAmp platform and provide a deduplicated view of advertising performance across linear, streaming and digital. The suite of tools and data enables marketers and media owners to reimagine the way brand marketing and media is valued, bought and sold.

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