The breadth of Allen’s business and decision to use VideoAmp as the primary trading currency should broaden VideoAmp’s exposure as a deal currency with a larger array of advertisers. “That’s part of why we’re excited,” McCray said.
But he also sees the deal as further validation that VideoAmp’s measurement can fairly represent the diversity of the U.S. audience, following the company’s announcement last year that it would be a currency for TelevisaUnivision.
“When you have these DEI initiatives and large corporations making commitments of media dollars toward minority-owned media, you need to have the validity that measurement companies can measure diverse audiences,” McCray said. “I think this is going to drive more buy-side adoption for VideoAmp.”
Allen said Nielsen’s measurement issues in recent years, some of which factored into the lawsuits, played a role in his decision to go with VideoAmp. He also cited criticism of Nielsen by Kelly Abcarian, executive VP of measurement and impact at NBCU, regarding Nielsen’s recent need to revise measurement of the Super Bowl and issues with undercounting audiences during the pandemic that led to its loss of Media Rating Council accreditation for 19 months.
“We have all seen the horror movie,” Allen said. “I’m not interested in starring in that horror movie anymore.”
The fact that VideoAmp is widely used for planning by holding company media agencies even when they buy TV on Nielsen data, also figured into Allen's decision, since he assumes the agencies know what they’re doing, he said.