As the effort to improve TV advertising measurement intensifies, ViacomCBS has partnered with software and data firm VideoAmp in a deal to provide alternative currency for ad transactions.Media companies have lately been at odds with Nielsen, the dominant measurement firm.
The friction has increased since the company’s accreditation was pulled over the summer by the Media Rating Council, a watchdog group.
That move has set off new efforts across several companies on the buy and sell side to explore different means of handling TV ad transactions.In the ViacomCBS agreement, the company agreed to use VideoAmp’s “commingled” TV viewing data to guarantee linear media transactions against age and gender demographics.
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