Santa Monica-Calif.-based ad software company VideoAmp is launching a new Advanced Television (ATV) advertising platform, one that promises to better measure the performance of video campaigns running across both VOD and linear TV channels.
A software-as-a service platform (SaaS), ATV is already being beta-tested by programmatic and TV ad buyers at Publicis Group’s Mediavest-Spark, Varick Media Management and full service agency Swirl.
"Technology and data are at the heart of an efficient advertising ecosystem,” said Oleg Korenfeld EVP of ad tech and platforms at Mediavest-Spark. ”The application of data and automation will help us craft new approaches for TV advertisers looking to shift to a holistic video approach. The result should be better measurement, more precise targeting, and ultimately, efficient media investment.