VideoAmp announced 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, which was covered by Broadcasting & Cable. A software-as-a-service platform (SaaS), ATV is already being beta-tested by programmatic and TV ad buyers at Publicis Groupe’s Mediavest-Spark, Varick Media Management and full-service agency Swirl. Here’s an excerpt:

The ATV platform lets advertisers run cross-screen campaigns using data from VideoAmp, which offers insights on device usage and viewing behavior. At launch, inventory will be available for broadcast TV stations, digital long-form, OTT and set-top box VOD.

FreeWheel, Tubi TV, WideOrbit, PlutoTV, and SpotX are partnering with VideoAmp at launch, giving ATV users access to broadcast TV spots that reach 23 of the top 25 markets, covering 85% of American TV households.

“The audience targeting available in VideoAmp offers media buyers scale, precision and targeting of cross-screen campaigns greater than any other platform in the market today,” said Ross McCray,Co-Founder and CEO of VideoAmp. “Advertisers will have the tools they need to access and evaluate valuable inventory on emerging delivery formats including OTT, digital FEP and premium local broadcast TV inventory. Our new user interface combines cross screen analytics with Advanced Television targeting that will make cross-screen buying more simple and elegant than ever.”

To read the Broadcasting & Cable story in its entirety, click here.