VideoAmp has said that media planning tool VXP – VideoAmp Cross Screen Planner –will have access to ‘census-level’ data from Disney, Fox and Paramount for the platform.

The agreement follows on from a similar arrangement announced in January between VideoAmp and Paramount Global.

VideoAmp also last year agreed a similar data sharing agreement with social media firm Snap and the new additions will boost its coverage, which currently stands at 40 million US homes and 65 million devices.

Dana McGraw, senior vice-president of data and measurement science at Disney, said: “In pursuit of enabling precise, cross-platform planning for our rich and engaging content, this solution from VideoAmp will continue to expand the way we demonstrate performance and outcomes for advertisers across our inventory.

“By leveraging insights rooted in identity and our clean room engagement with VideoAmp, we’re continuing to explore new ways we – and the wider industry – can plan and measure reach of audiences in streaming, with accuracy and precision.”

Darren Sherriff, senior vice-president, advanced TV at Fox, added: “We are extremely excited to join forces with VideoAmp to integrate FOX data into the planning tool, providing an enhanced solution to our agency partners.

“Working more closely with VideoAmp allows the planning process to be far more holistic and representative of all Fox inventory across both linear and digital. As the paradigm for buying extends beyond traditional linear to include cross platform, demo and advanced audiences, this evolution is essential for our agency partners and we are happy to support it.”