TelevisaUnivision and VideoAmp partner on audience measurementTuesday, June 21st, 2022
TelevisaUnivision and VideoAmp Announce New Data, Currency and Cross-Platform Partnership to Advance Measurement of U.S. Hispanics
CANNES, FRANCE — TelevisaUnivision, the world’s leading Spanish-language media and content company, and VideoAmp, a market leading advertising measurement and optimization platform, today announced a new partnership in which TelevisaUnivision will leverage VideoAmp’s data to power its robust suite of advanced advertising solutions. Through this partnership, TelevisaUnivision will connect VideoAmp’s data to its industry-leading Hispanic household graph to power its planning, targeting, cross-platform measurement and currency solutions, which will enable advertising partners to better reach and connect with the rapidly growing U.S. Hispanic audience.
The announcement was made today in front of an audience of influential marketers, publishers and agency leaders at VideoAmp’s “Currency Collaboration” Event on the ground at the Cannes Lions International Festival of Creativity.
“Representation and accuracy are crucial in today’s data-driven media ecosystem, and in working closely with our team over the last several months, VideoAmp has made significant strides to ensure their dataset and methodologies precisely capture U.S. Hispanic audiences,” said Dan Aversano, Senior Vice President of Data, Analytics and Advanced Advertising at TelevisaUnivision. “We’re thrilled to expand our partnership with VideoAmp and deliver even more sophisticated targeting, optimization and cross-platform capabilities for our clients to engage with the Hispanic community.”
“This is an incredibly exciting partnership for us. Advertising subsidizes people’s access to information and entertainment so it’s important to ensure the three-way value exchange between advertisers, publishers and consumers works. A large part of getting this right is accurately measuring diverse audiences, especially Hispanics across the U.S. The marketplace is ready for change and we are excited for the opportunity to completely revolutionize the media landscape alongside partners like TelevisaUnivision,” said Michael Parkes, President of VideoAmp.
TelevisaUnivision launched the industry’s first-ever Hispanic household data graph last month in a major step toward solving for the inequities that are causing U.S. Hispanics to be vastly underrepresented in current data sets. Today, the graph is the biggest and most accurate representation of U.S. Hispanics, covering 85% of households and growing.
VideoAmp has seen accelerated growth and market adoption for its measurement and currency solutions across the advertising ecosystem. The company has built a media currency with software solutions that empower the world’s largest advertisers, agencies and publishers to extract more sales and revenue from their media and content investments.