Where it goes from here
Paramount has already been transacting on VideoAmp-based guarantees, but this project was about critical end-to-end workflow. And Ross McCray, founder and CEO of VideoAmp, noted that the company was excited to bring “seamless, interoperability” to the buy and sell side through Mediaocean.
“We want to ensure that making the transition to new, advanced currencies like VideoAmp is as easy and efficient for clients as possible,” McCray said. “This is a huge step forward for all parties and we look forward to the future of currency as we see accelerated adoption of our offering.”
And though the pilot is under a Paramount and OMG partnership, Scoles explained that this is a major step for the whole industry, with Mediaocean configuring its infrastructure to handle big data and bring in big currencies.
“I would expect this is a massive leap forward for all new currencies, and that includes the upcoming Nielsen One,” Scoles said.
The exec also emphasized the importance of advertisers now having the opportunity to utilize audience-based, first-party data at scale.
“That’s the dream of database advertising. And we are substantially closer to that because of this innovation,” Scoles added.
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