FreeWheel’s Strata Platform and VideoAmp Announce Measurement and Currency Integration to Elevate Attribution Capabilities
FreeWheel's Strata platform and VideoAmp have announced a strategic integration to enhance advertising measurement capabilities. The partnership will incorporate VideoAmp's advanced audience measurement and currency solutions into the Strata platform, which currently processes nearly $24B in media spend annually and serves about 7,300 users across 800+ media agencies.
The integration will enable Strata clients to access VideoAmp's VALID™ data and technology engine, featuring viewership data, identity graph, and patented clean room technology. Horizon Media is the first agency to utilize this integration, which allows users to transact and analyze ad delivery for national TV buys within their existing workflows.
This collaboration aims to address the growing industry demand for innovative data offerings in measuring performance and guiding media campaigns, facilitating more informed, data-driven decisions across national TV advertising.
La piattaforma Strata di FreeWheel e VideoAmp hanno annunciato un'integrazione strategica per migliorare le capacità di misurazione della pubblicità. La partnership incorporerà le avanzate soluzioni di misurazione del pubblico e di valuta di VideoAmp nella piattaforma Strata, che attualmente gestisce quasi 24 miliardi di dollari in spese pubblicitarie annuali e serve circa 7.300 utenti in oltre 800 agenzie media.
L'integrazione consentirà ai clienti di Strata di accedere ai dati e al motore tecnologico VALID™ di VideoAmp, che include dati di visualizzazione, grafico dell'identità e tecnologia di clean room brevettata. Horizon Media è la prima agenzia a utilizzare questa integrazione, che consente agli utenti di transare e analizzare la consegna degli annunci per gli acquisti di TV nazionali all'interno dei loro flussi di lavoro esistenti.
Questa collaborazione mira a rispondere alla crescente domanda dell'industria per offerte di dati innovative nella misurazione delle performance e nella guida delle campagne media, facilitando decisioni più informate e basate sui dati nella pubblicità televisiva nazionale.
La plataforma Strata de FreeWheel y VideoAmp han anunciado una integración estratégica para mejorar las capacidades de medición publicitaria. La asociación incorporará las avanzadas soluciones de medición de audiencia y de moneda de VideoAmp en la plataforma Strata, que actualmente procesa casi 24 mil millones de dólares en gastos publicitarios anuales y atiende a aproximadamente 7,300 usuarios en más de 800 agencias de medios.
La integración permitirá a los clientes de Strata acceder a los datos y al motor tecnológico VALID™ de VideoAmp, que incluye datos de visualización, gráfico de identidad y tecnología de sala limpia patentada. Horizon Media es la primera agencia en utilizar esta integración, que permite a los usuarios transaccionar y analizar la entrega de anuncios para compras de TV nacional dentro de sus flujos de trabajo existentes.
Esta colaboración tiene como objetivo abordar la creciente demanda de la industria por ofertas de datos innovadoras en la medición del rendimiento y la orientación de campañas mediáticas, facilitando decisiones más informadas y basadas en datos en la publicidad televisiva nacional.
FreeWheel의 Strata 플랫폼과 VideoAmp가 광고 측정 기능을 향상시키기 위한 전략적 통합을 발표했습니다. 이 파트너십은 VideoAmp의 고급 관객 측정 및 통화 솔루션을 Strata 플랫폼에 통합하며, 현재 연간 거의 240억 달러의 미디어 지출을 처리하고 800개 이상의 미디어 에이전시에서 약 7,300명의 사용자를 지원합니다.
이 통합을 통해 Strata 고객은 VideoAmp의 VALID™ 데이터 및 기술 엔진에 접근할 수 있으며, 여기에는 시청 데이터, 아이덴티티 그래프 및 특허받은 클린 룸 기술이 포함됩니다. Horizon Media는 이 통합을 활용하는 첫 번째 에이전시로, 사용자가 기존 워크플로 내에서 국가 TV 구매를 위한 광고 전달을 거래하고 분석할 수 있도록 합니다.
이 협업은 성과 측정 및 미디어 캠페인 안내를 위한 혁신적인 데이터 제공에 대한 산업의 증가하는 수요를 해결하는 것을 목표로 하며, 국가 TV 광고에서 보다 정보에 기반한 데이터 중심의 결정을 촉진합니다.
La plateforme Strata de FreeWheel et VideoAmp ont annoncé une intégration stratégique pour améliorer les capacités de mesure publicitaire. Le partenariat intégrera les solutions avancées de mesure d'audience et de devis de VideoAmp dans la plateforme Strata, qui traite actuellement près de 24 milliards de dollars de dépenses médiatiques annuelles et sert environ 7 300 utilisateurs à travers plus de 800 agences médias.
L'intégration permettra aux clients de Strata d'accéder aux données et au moteur technologique VALID™ de VideoAmp, qui comprend des données de visualisation, un graphique d'identité et une technologie de salle propre brevetée. Horizon Media est la première agence à utiliser cette intégration, qui permet aux utilisateurs de transiger et d'analyser la livraison d'annonces pour les achats de télévision nationale dans leurs flux de travail existants.
Cette collaboration vise à répondre à la demande croissante de l'industrie pour des offres de données innovantes dans la mesure de la performance et l'orientation des campagnes médiatiques, facilitant ainsi des décisions plus éclairées et basées sur les données dans la publicité télévisée nationale.
Die Strata-Plattform von FreeWheel und VideoAmp haben eine strategische Integration angekündigt, um die Werbemessfähigkeiten zu verbessern. Die Partnerschaft wird die fortschrittlichen Lösungen zur Zielgruppenmessung und Währung von VideoAmp in die Strata-Plattform integrieren, die derzeit jährlich fast 24 Milliarden Dollar an Medienausgaben verarbeitet und etwa 7.300 Nutzer in über 800 Medienagenturen bedient.
Die Integration ermöglicht es Strata-Kunden, auf die VALID™-Daten und die Technologie-Engine von VideoAmp zuzugreifen, die Daten zur Zuschauerzahl, Identitätsgraphen und patentierte Clean-Room-Technologie umfasst. Horizon Media ist die erste Agentur, die diese Integration nutzt, die es den Nutzern ermöglicht, die Werbung für nationale TV-Käufe innerhalb ihrer bestehenden Workflows zu transagieren und zu analysieren.
Diese Zusammenarbeit zielt darauf ab, der wachsenden Nachfrage der Branche nach innovativen Datenangeboten zur Leistungsmessung und zur Steuerung von Medienkampagnen gerecht zu werden, und erleichtert informiertere, datengestützte Entscheidungen im nationalen TV-Werbung.
- Integration expands Strata's measurement capabilities and market competitiveness
- Platform processes $24B in annual media spend
- Large user base of 7,300 across 800+ agencies
- Partnership addresses growing market demand for advanced measurement solutions
- Early stage of integration with only one agency (Horizon Media) currently using the service
Insights
The integration of VideoAmp's measurement capabilities into FreeWheel's Strata platform represents a strategically neutral to slightly positive development for Comcast's advertising technology division. With the Strata platform processing nearly
This partnership responds directly to what the article describes as "growing demand for innovative data offerings" in the advertising landscape. By incorporating VideoAmp's VALID™ technology suite - which includes viewership data, identity graph capabilities, and clean room technology - FreeWheel strengthens its value proposition to media buyers seeking more sophisticated measurement tools for national TV advertising.
Securing Horizon Media as the first adopter provides early market validation for the enhanced offering. The integration enables agencies to conduct more data-driven analysis within their existing workflows, potentially improving client retention for FreeWheel's Strata platform in an increasingly competitive media measurement landscape.
However, the announcement lacks specific financial projections or revenue expectations from this technology integration. While it enhances Comcast's advertising technology capabilities, it appears to be an evolutionary improvement to an existing product rather than a transformative new revenue stream. The primary value likely comes from maintaining competitive positioning as the industry moves toward what VideoAmp's CPO describes as "a multi-currency world" in media measurement.
Horizon Media first to leverage integration across national TV buys
This partnership expansion addresses the advertising landscape’s growing demand for innovative data offerings to measure performance and guide media campaigns. Strata customers will now have the ability to transact and analyze ad delivery using VALIDTM, VideoAmp’s data and technology engine consisting of its robust viewership footprint, leading identity graph and patented clean room technology.
“This deal marks a significant milestone in our mission to build a multi-currency world,” said Josh Hudgins, Chief Product Officer at VideoAmp. “By leveraging VALIDTM and embedding our suite of APIs directly into Strata's infrastructure, we're enabling agencies and brands to access currency-grade data and precise cross-platform measurement within their existing workflows.”
“VideoAmp is a growing leader in the measurement landscape; we want to ensure that Strata clients have access to the richest, most data-driven insights to make the most out of their media dollars,” says Rich Baudo, Head of Strata Revenue, FreeWheel. “VideoAmp’s measurement offerings give our buyers the ability to maximize impact and reach to better understand performance across their TV buys.”
By integrating VideoAmp’s data directly in the platform, Strata customers will be able to transact and analyze the delivery of ads based on this data asset and plan for future outcomes across their national TV buys.
Horizon Media is the first agency to take advantage of this integration.
Today, the Strata platform processes nearly
About VideoAmp:
VideoAmp is a media measurement company transforming advertising. By leveraging the power of currency-grade big data, VideoAmp’s solutions provide clients with access to advanced audiences and the ability to precisely plan, optimize and measure media investments across platforms to achieve better outcomes. With these solutions, media sellers can increase the value of their inventory, while advertisers can benefit from increased return on investment. VideoAmp is headquartered in
About FreeWheel:
FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in
View source version on businesswire.com: https://www.businesswire.com/news/home/20250305165153/en/
Media:
Cassady Nordeen
Cassady@purposenorthamerica.com
Source: FreeWheel
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