Unprecedented Partnership: Dentsu and VideoAmp Revolutionize Cross-Publisher Audience Targeting
Dentsu and VideoAmp revolutionize the advertising industry by offering guaranteed audience purchases across top publishers like Paramount, NBCU, Warner Bros Discovery, and others, marking a significant milestone in alternative currencies
Article Brief:
In a collaboration between Dentsu and VideoAmp, an activation has been unveiled on October 12th, enabling Dentsu's U.S. media agencies to ensure a fluid purchase of audiences across seven prominent media portfolios for one specific advertiser as per information disclosed to Our Website.
Dentsu's Data Enabled Linear TV Activation (DELTA) platform and VideoAmp's extensive dataset have come together in a partnership. This partnership guarantees audiences across various major networks, including Paramount, Fox, Warner Bros., Discovery, A+E Networks, Hallmark Media, and NBCU. It is being referred to as an industry-first capability, offering advertisers a comprehensive solution for planning and measurement. This represents a significant advancement for VideoAmp as it strives to establish itself as a viable alternative to traditional currencies like Nielsen.
Article Insight:
Dentsu and VideoAmp collaborate to advance the development of alternative currencies and enable the effective utilization of advanced audiences and extensive big data. Dentsu spokesperson confirms that numerous clients are currently testing the solution; however, specific information regarding the clients is not publicly disclosed.
The new solution enables advertisers to ensure their campaigns are displayed across leading publishers and content providers like A+E and Hallmark. Previously, agencies relied on VideoAmp's currency on a one-to-one basis, guaranteeing campaigns for individual publishers. This comprehensive approach is expected to help advertisers achieve improved results and a higher return on their ad investment.
Brad Stockton, senior vice president of video innovation at Dentsu, expressed that this innovative partnership signals a positive shift in the market, allowing advertisers to effectively target valuable audiences in premium placements as they envision the future of seamless video investment for their clients.
The offering utilizes Dentsu's DELTA platform, enabling advertisers to access the agency's Merkury ecosystem, currently used for campaign planning and optimization. By leveraging VideoAmp, the platform combines planning and measurement to provide high-quality data and insights, optimizing media spend and allowing advertisers to effectively reach their target audiences.
In the recent race to establish a multicurrency marketplace, VideoAmp has joined Comscore and iSpot as currencies that received conditional certification from the U.S. Joint Industry Committee. This week, ISpot, which recently obtained Media Rating Council accreditation for its ad catalog, has also become an alternative currency option used by Paramount Global, joining VideoAmp and Comscore.
Despite the progress made by providers of alternative currency, the measurement landscape remains unpredictable. Although VideoAmp successfully obtained $150 million in Series G funding, the company also had to let go of approximately 10% of its employees, mirroring the percentage of layoffs implemented by Nielsen during the same period.
