NEW YORK — A new arrangement that brings ratings integration from VideoAmp into its ad intelligence platform will now allow MediaRadar clients to gain access to spot-level analyses of television advertising — offering a performance gauge that further puts a chink in the armour of ratings firm Nielsen.
MediaRadar’s pact with VideoAmp marries MediaRadar’s granular TV ad occurrence and spend data with VideoAmp’s advanced national and local TV audience ratings.
The result, say the companies, is the delivery of a more complete view of advertising value, audience reach and competitive performance.
“By integrating audience viewership insights directly into MediaRadar’s ad intelligence platform, joint customers gain access to spot-level commercial viewership data, enabling true ad-level analysis rather than relying on average program ratings,” the companies say. “The result is a more unified approach to competitive analytics and media planning, rooted in an apples-to-apples view of the value delivered by media investments.”
“The future of advertising depends on greater connectivity across data and measurement environments,” said MediaRadar CEO Matt Krepsik. “By deepening our partnership with VideoAmp, we’re giving clients more choice and transparency in how they analyze advertising performance, audience reach and competitive activity across today’s evolving TV ecosystem.”
Bryan Goski, Chief Revenue Officer at VideoAmp, added, “MediaRadar is one of the most widely used intelligence resources in advertising, it’s the platform the industry turns to when it needs to understand what’s happening in-market. Being selected as a foundational data source for their TV measurement capability is an honor. We’re at a turning point in how TV audiences are measured, and we look forward to better serving our joint customers in this next chapter alongside one of advertising’s most essential platforms.”
