NEW YORK — Media performance platform VideoAmp is moving forward with an initiative designed to aid local broadcast television in its ongoing efforts to capture more data-driven media buying opportunities. It involves an integration with an automated transaction infrastructure platform.
That would be O-N-X, which has agreed to incorporate VideoAmp audience and measurement into its products.
VideoAmp explains, “Historically, local television advertising has been bought and sold through largely manual processes, often relying on spreadsheets, phone calls and fragmented market data. O-N-X was built to modernize this workflow by introducing automated transaction infrastructure designed specifically for broadcast.”
The O-N-X Platform is currently licensed by multiple broadcast groups for Los Angeles, Chicago and Boston, with further roll-out across the Top 20 markets beginning in April.
“Local broadcast remains one of the most important, yet least modernized, parts of the TV advertising ecosystem,” said VideoAmp Chief Revenue Officer Bryan Goski. “By integrating VideoAmp’s commingled set-top-box and smart TV dataset into O-N-X, we are helping bring greater transparency, automation, and predictive intelligence to the local marketplace, enabling broadcasters and buyers to transact with greater confidence.”
O-N-X founder Greg Morey added, “Broadcast delivery has long relied on disciplined forecasting with limited confidence in forward visibility. Integrating VideoAmp’s nationwide measurement dataset materially expands that visibility and reduces structural instability in impression delivery. This expanded analytical depth empowers O-N-X to confidently support guaranteed transactions at scale.”
