VideoAmp will be licensing and incorporating aggregated Comcast viewership data into its cross-platform measurement solution, which deduplicates and measures across set-top box (STB) and Smart TV viewership sets.

The effort is intended to help cultivate measurement innovation and new currency options for the industry.

Comcast Advertising, a division of Comcast, and VideoAmp, a media measurement and optimization software company, announced that VideoAmp will license and incorporate aggregated viewership data from the Comcast footprint into its currency grade measurement.

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“We are thrilled to work with Comcast as a way to advance national and local media currency solutions. This furthers our mission of providing a new, software-based media currency that creates higher return on ad spending for advertisers and additional revenue for publishers”

The initiative reaffirms both companies’ commitment to cultivating and further accelerating innovation in audience-based measurement in the TV and premium video sector. VideoAmp’s increased coverage across Comcast’s representative footprint will bring more stability and reliability to its local, national and cross-platform audience ratings and impression measurement, helping buyers and sellers transact more confidently.

Over the past year, VideoAmp has made investments to drive industry progress on TV and premium video measurement and has worked alongside media sellers like ViacomCBS and WarnerMedia on alternate media currency testing as well as engaging in pilots with five major holding companies. This deal embodies the industry innovation in measurement needed to help solve for the fragmentation in audiences that continues to accelerate as streaming increases.

“We are thrilled to work with Comcast as a way to advance national and local media currency solutions. This furthers our mission of providing a new, software-based media currency that creates higher return on ad spending for advertisers and additional revenue for publishers,” said VideoAmp Founder and CEO Ross McCray.

“We’re very excited to support VideoAmp as they pioneer the next chapter of cross-platform audience measurement. This announcement marks a significant milestone in our journey to spur measurement innovation. Our ecosystem is stronger when brands and media owners can transact on multiple currencies and when such currencies exist for cross-platform measurement,” said Comcast Advertising President Marcien Jenckes.

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