Bolstering and Extending VideoAmp’s TV Attribution Capabilities
VideoAmp, Inc., the interoperable measurement and optimization platform that transforms wasteful mass marketing initiatives into smarter, data-driven strategies, has acquired Conversion Logic LTD and will be integrating key assets from the leading cross-channel attribution solutions provider into its own privacy-compliant suite of solutions, further enabling marketers and media owners to optimize their entire portfolio of linear TV, OTT and digital media to business outcomes.
The acquisition will accelerate VideoAmp’s mission to optimize brand marketing to business outcomes by adding Conversion Logic’s attribution capabilities and expertise. VideoAmp clients will benefit from the integration of Conversion Logic’s software dashboard, simulation and optimization engine, and machine-learning attribution models to measure the incremental impact and lift of advertising on business outcomes such as sales, in-store visits and subscriptions.
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The acquisition will also extend VideoAmp’s TV attribution capabilities by leveraging its already best in-class TV viewership data assets. VideoAmp’s commingled TV dataset is the most comprehensive in the U.S. marketplace, currently boasting 26M households and 37M devices.
Alongside the acquisition of Conversion Logic’s attribution technology, VideoAmp has appointed JP Pereira, former Chief Client Officer at Conversion Logic, as SVP of Marketing Science. He brings with him a wealth of expertise and client experience to further accelerate VideoAmp’s growth.
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“Existing Conversion Logic clients will be able to leverage the VideoAmp platform, and we look forward to delivering a unified approach to attribution through the integration of assets into our platform, ” said JP Pereira, SVP, Marketing Science at VideoAmp. “Coming from Conversion Logic to VideoAmp, I can see just how powerful the integrated solutions will be to enable a holistic view of cross-channel media performance.”
“Conversion Logic’s technology has consistently been rated as best in class for software AI and machine learning,” said Ross McCray, Co-Founder & CEO of VideoAmp. “We are very excited to integrate Conversion Logic into VideoAmp to further extend our capabilities in multi-touch attribution and scenario planning. We look forward to updating all of VideoAmp’s clients and welcoming Conversion Logic’s clients.”
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