VideoAmp Renews Measurement and Currency Partnership with Paramount Global

January 07, 2025 at 09:00 AM EST

VideoAmp, a media measurement company transforming advertising, today announced an extension of their long-term partnership with Paramount Global that continues to move the media landscape forward.

Paramount’s partnership with VideoAmp will provide the entertainment giant with a comprehensive view of its audience, enabling both demographic and advanced audience measurement across VideoAmp’s footprint of 40 million households. The deal will support all aspects of Paramount’s advertising business across content, local and syndication verticals for both measurement and currency.

“We’re proactive in measurement and currency as an investment in our future,” said John Halley, President, Paramount Advertising. “Through our long-standing partnership with VideoAmp, we’re able to collectively drive innovation and accelerate progress by delivering advertisers and agencies the tools to make smarter, data-driven decisions.”

On the heels of VideoAmp announcing it has guaranteed $3 billion in currency by the close of 2024, marking over 880% YoY growth, there has been major momentum in the advertising industry to adopt advanced measurement solutions.

VideoAmp continues to see incredible adoption for its measurement and currency solutions with 98% coverage of the TV publisher ecosystem and adoption across 50+ agencies, all major HoldCos and 1,000+ advertisers. Industry constituents—including A+E Networks (A&E, Lifetime, The HISTORY Channel), AMG, IPG Mediabrands, NBCUniversal, OMG, Paramount, RPA, TelevisaUnivision and Warner Bros. Discovery — are benefiting from VideoAmp’s currency and measurement solutions, offering their clients more precise and efficient ways to reach their audiences across platforms.

“Paramount has been an incredibly valued partner over the past three years and was one of the first media companies to transact on VideoAmp at scale,” said Bryan Goski, Executive Vice President, Revenue at VideoAmp. “We are excited to continue to grow our partnership, leading the industry in measurement and advanced currency solutions driven by big data and tech which ultimately deliver better and more measurable results.”

About VideoAmp

VideoAmp is a media measurement company transforming advertising. By leveraging the power of currency-grade, big data, VideoAmp’s solutions allow clients to access advanced audiences and real-time insights to plan, optimize and measure media investments across platforms. With these solutions, media sellers can maximize the value of their inventory, while advertisers can benefit from increased return on investment. VideoAmp has seen incredible adoption for its measurement and currency solutions with 13 major linear and streaming publishers on board, along with all major media holding companies and several independent agencies, with hundreds of advertisers now utilizing VideoAmp to guarantee their media investments. VideoAmp is headquartered in Los Angeles and New York with offices across the United States. To learn more, visit www.videoamp.com.