TelevisaUnivision and VideoAmp, a market leading advertising measurement and optimization platform, announced a new partnership in which TelevisaUnivision will leverage VideoAmp’s data to power its robust suite of advanced advertising solutions. Through this deal, TelevisaUnivision will connect VideoAmp’s data to its industry-leading Hispanic household graph to power its planning, targeting, cross-platform measurement and currency solutions, which will enable advertising partners to better reach and connect with the rapidly growing US Hispanic audience.
"Representation and accuracy are crucial in today’s data-driven media ecosystem, and in working closely with our team over the last several months, VideoAmp has made significant strides to ensure their dataset and methodologies precisely capture US Hispanic audiences. We are thrilled to expand our partnership with VideoAmp and deliver even more sophisticated targeting, optimization and cross-platform capabilities for our clients to engage with the Hispanic community," said Dan Aversano, Senior Vice President of Data, Analytics and Advanced Advertising at TelevisaUnivision.
“This is an incredibly exciting partnership for us. Advertising subsidizes people’s access to information and entertainment so it is important to ensure the three-way value exchange between advertisers, publishers and consumers works. A large part of getting this right is accurately measuring diverse audiences, especially Hispanics across the United States. The marketplace is ready for change and we are excited for the opportunity to completely revolutionize the media landscape alongside partners like TelevisaUnivision,” commented Michael Parkes, President of VideoAmp.
TelevisaUnivision launched the industry’s first-ever Hispanic household data graph last month in a major step toward solving for the inequities that are causing US Hispanics to be vastly underrepresented in current data sets. Today, according to the company, the graph is the biggest and most accurate representation of US Hispanics, covering 85% of households and growing.
VideoAmp has seen accelerated growth and market adoption for its measurement and currency solutions across the advertising ecosystem. The company has built a media currency with software solutions that empower the world's largest advertisers, agencies and publishers to extract more sales and revenue from their media and content investments.
Advertising subsidizes people’s access to information and entertainment so it is important to ensure the three-way value exchange between advertisers, publishers and consumers works” Michael Parkes President of VideoAmp