Steuer is tasked with leading the strategy of VideoAmp’s cross-media currency solution
VideoAmp, Inc., the software and data platform that specializes in the measurement and optimization of media investments across linear TV, OTT, digital and walled gardens, has brought on Jonathan Steuer as EVP of TV Strategy & Currency. Steuer is tasked with driving the strategy behind the company’s further development of a currency-grade, transaction-ready TV dataset for the entire advertising ecosystem, including buyers, sellers, delivery providers and other adjacent vendors.
VideoAmp sees a new cross-screen currency as the answer to a significant challenge facing the linear TV and streaming ecosystem: the lack of an integrated data foundation to support audience-based planning, buying, targeting and measurement. The appointment of Steuer, in this newly created role, will accelerate VideoAmp’s strategy and development efforts in this critical area, with the aim of solidifying the company’s role as the driving force behind an industry-wide solution.
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VideoAmp’s current commingled TV data solution combines Smart TV ACR, cable STB and satellite STB data to address the limitations of each individual source. The resulting product is the most comprehensive and representative household-level TV dataset in the US marketplace. To enable cross-channel measurement, VideoAmp onboards digital log files and leverages a measurement pixel to provide maximum coverage of OTT and cross-device media. The same methodology will be the base for ongoing measurement efforts.
Steuer has been an advocate and innovator in media research and audience-based media planning for nearly two decades. He joins VideoAmp from Omnicom Media Group (OMG), where he held the role of Chief Research Officer and managed OMG’s research, advanced media and investment operations and analytics teams. While at OMG, he oversaw the development and deployment of advanced TV solutions and other data-driven, cross-platform, audience-based media solutions.
Of his new role, Steuer says, “My focus is to guide VideoAmp to solve the industry’s measurement challenge with a privacy-first, data science and engineering-based solution, not a ‘data hoarding’ solution. We don’t want to arbitrage data or media; we want to optimize the processing and flow of data through our platform to ecosystem participants in a way that respects data owners’ business rules, reduces measurement costs and delivers real business value for our clients and for the entire ecosystem.”
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Co-Founder & CEO of VideoAmp, Ross McCray, says, “Jonathan is a legend and we couldn’t be happier to have him as a part of the team. We’ve worked closely over the past couple of years and I know he can rally the industry to bring the ideas that everyone has been talking a lot about into fruition with the software, data and privacy solutions we have built over the last 6 years. I look forward to him working with our teams in building the architecture and framework to allow buyers, sellers and vendors to trade the way they actually want to trade.”
Earlier this year, VideoAmp bolstered its research and measurement capabilities within its executive leadership team by hiring Josh Chasin, former Chief Research Officer at Comscore, as Chief Measurability Officer. Chasin and Steuer will work hand-in-hand to deliver on VideoAmp’s commitment to a measurement capability that can support planning, buying and attribution throughout the advertising ecosystem.
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