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By Michael Bürgi • December 6, 2023 • 3 min read •
Ivy Liu
Google’s impending banishment of ID cookies will bring a new era for the marketing ecosystem. But there’s an alternative that’s playing all the right notes when it comes to video space marketing: VideoAmp. The firm has introduced a technology that aims to reimagine audience identity measurement, all while safeguarding privacy like never before. It’s a step towards a more accurate and privacy-focused future for content and ad measurement.
The technology lets providers commingle various identity sets into clean room tech, offering a clearer picture of consumer identity while maintaining privacy safeguards. It safely includes a variety of identifiers such as hashed emails, signed-in users, IP addresses, and device IDs without compromising personal identifiers.
According to VideoAmp’s evp of product, Josh Hudgins, the firm’s latest technology represents a significant step in the right direction. It’s a way to create greater fidelity around that audience throughout a campaign. “We built this deterministic commingled identity graph so that we could have that determinism, that accuracy, and a single source of truth for the campaign,” said Hudgins.
VideoAmp’s advanced currency commingled identity is a new concept, nobody has carved this path before. For advertisers looking for more precise measurement, VideoAmp offers the solution. Better content measurement, better ad measurement, and better outcome measurement – that’s the promise with VideoAmp’s new technology.
Already, major media companies like Disney, Warner Bros. Discovery, and NBCU are making use of VideoAmp’s clean-room tech. The future of ad measurement and content measurement just got better.
For some agency groups that have had a chance to test VideoAmp’s new technology, the feedback has been positive. According to Omnicom Media Group North America’s chief activation officer Megan Pagliuca the new commingled identity solution delivers better scale and more accurate plans for clients.