VideoAmp, a leading media measurement company revolutionizing advertising, announced an industry-first strategic collaboration with Snap Inc. The social technology platform will integrate its first-party data, video, and augmented reality (AR) inventory into VideoAmp’s cross-platform planning solution, enabling advertisers to make strategic budget allocations to efficiently reach audiences across linear TV, streaming and digital platforms.

“At Snap, we help advertisers reach more than 800 million people on Snapchat every month and we’re excited to maximize the impact of their video campaigns with a comprehensive suite of video planning tools”

Leveraging VideoAmp’s industry-leading big data and tech engine VALID, Snap Inc. also gains the ability to independently run supplemental measurement and planning alongside its core advertising. As AR adoption grows, VideoAmp’s existing video planning capabilities will also offer a valuable solution for advertisers looking to explore and test new AR formats.

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“This should be seen as a game-changing moment for the industry and cross-platform planning,” said Pete Bradbury, Chief Commercial and Growth Officer, VideoAmp. “We have the opportunity to meet consumers at every touchpoint and enrich the planning process by offering a more holistic solution across premium video and digital platforms. Now clients can have the insights they need to more effectively allocate their budgets to reach their target audiences and achieve stronger, better business outcomes. And that’s exciting.”

“At Snap, we help advertisers reach more than 800 million people on Snapchat every month and we’re excited to maximize the impact of their video campaigns with a comprehensive suite of video planning tools,” said Alexander Dao, Global Head of Agency Development & Sales Partnerships, Snap Inc. “VideoAmp’s planner is already familiar to many agencies and gives us an opportunity to provide advertisers with more choices to plan and measure across our video and first-to-market AR formats.”

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Omnicom Media Group (OMG) has seen the benefit of VideoAmp and Snap Inc.’s recent collaboration. “How consumers engage with TV and video content is more fluid and diverse than ever as they traverse a rich media ecosystem,” said Megan Pagliuca, Chief Activation Officer, Omnicom Media Group. “Whether linear TV, streaming environments like CTV, social platforms like Snap or all of the above. What matters to us is understanding these complex consumption dynamics and reacting with smart decisions. Gaining visibility into Snap’s in-platform video consumption strongly supports our mission of holistic cross-channel video planning.”