Dentsu and VideoAmp partner on ad currency data

The partnership will see Dentsu’s Data Enabled Linear TV Activation (Delta) platform, powered by VideoAmp, allow clients access to planning and measurement, as well as currency-grade data and insights.

The agreement will allow Debtsu’s US agencies to make buys across A+E Networks, Fox, Hallmark Media, NBCUniversal, Paramount and Warner Bros. Discovery, among others.

Brad Stockton, senior vice-president, video innovation, at Dentsu Media US, said: “As we look to the future of seamless video investment for our clients, this innovative advancement represents a positive shift in the marketplace, enabling advertisers to more effectively reach more valuable audiences in premium placements.

“This is our latest effort to drive adoption of alternative currencies as we seek to build out a unified investment approach rooted in the same source of truth through Delta.”

Ross McCray, founder and chief executive at VideoAmp, said: “This is just the start and we look forward to collectively helping advertisers make their media investments work harder and smarter to achieve the business outcomes that matter most to them.”