Barb vs VideoAmp

Unfiltered Media podcast interview with Caroline Davey and Luca Vannini

Barb's COO Caroline Davey and Luca Vannini are featured in an Unfiltered Media podcast interview, discussing the future of JICs and streamers.

Netflix Ad Boss Pitches Full-Funnel Media Plan in UK

At its first UK Upfront, Netflix's advertising chief Amy Reinhard outlined the company's ambition to expand beyond a top-of-funnel, linear TV substitute to compete for digital budgets. Netflix announced that its ad-supported plan reaches over 14 million UK viewers, with expansion into nine more EMEA countries set for March 1, 2027. Pause Ads will be available programmatically via partner DSPs next month, and demographic targeting will now include income and household composition. The company cited System1 research showing its brand partnerships excel in long-term brand-building, and highlighted live events like the Fury vs Joshua fight to attract advertisers. Reinhard stressed Netflix's subscription-first economics prevent ad load pressure, with an attention rate of 86% for UK ad-tier viewers.

• Netflix's ad-supported plan reaches over 14 million UK viewers, nearly one in four people.
• Netflix will launch its ad tier in nine additional EMEA countries on March 1, 2027.
• Pause Ads will be available programmatically through partner DSPs from next month.

Barb hires Jen McLevey as Head of Strategic Developments

Barb hires Jen McLevey as Head of Strategic Developments

VideoAmp Leverages AI to Unify Ad Planning and Measurement

VideoAmp is intensifying its focus on AI to bridge its ad planning and measurement workflows, aiming to enhance campaign performance for media buyers. The company recently cut about 20% of its headcount to invest more in AI operations while making strategic hires, including Andrea Zapata as SVP of Agency Partnerships. Josh Hudgins, who became CPO in 2024, emphasized that AI agents will help buyers optimize campaigns in-flight, suggesting adjustments like reallocating spend across inventory sources. VideoAmp relies on first-party viewer data obtained through clean room partnerships and publisher log-level data, and it uses ACR data for CTV targeting. The company's goal is to make performance improvements repeatable and scalable through AI infrastructure. VideoAmp, alongside Comscore and iSpot, received re-certification from the US Joint Industry Committee for its measurement currency, positioning itself as a Nielsen alternative.

• VideoAmp cut about 20% of its headcount to invest more in AI operations.
• Andrea Zapata joined VideoAmp as SVP of Agency Partnerships in July.
• Josh Hudgins was promoted to Chief Product Officer in 2024.

NFL Disputes Nielsen Ratings, Threatens Measurement Currency

The NFL publicly disputes Nielsen's TV ratings methodology, claiming it undercounts millions of viewers, particularly due to co-viewing. The league's data chief, Paul Ballew, has criticized Nielsen's recent methodology changes, including passive co-viewing and weighting adjustments, as rushed and negative for sports. With $111 billion in media rights at stake, the dispute centers on co-viewing factors: Nielsen estimates 2.3-2.4 viewers per household for the Super Bowl, while the NFL claims 2.8-2.9, potentially missing 15-20 million viewers. The NFL is openly exploring alternatives like VideoAmp, raising questions about Nielsen's dominance as the industry's reference rate. The conflict highlights the fragility of a measurement system that underpins billions in ad deals and rights negotiations, with potential implications for the entire TV advertising ecosystem.

• NFL disputes Nielsen's ratings, citing undercounting of millions of viewers.
• Nielsen's co-viewing factor for Super Bowl is 2.3-2.4, NFL claims 2.8-2.9.
• The NFL's media rights deals total $111 billion through 2033.

WBD White Paper Calls for Measuring TV Ad Basics

Warner Bros. Discovery (WBD) published a white paper titled 'The Unified Reach Paradox' during Advertising Week New York, advocating for standardized TV ad measurement fundamentals. The paper presents findings from WBD's investigation of five major measurement providers—VideoAmp, iSpot, Comscore, Innovid, and Samba—across more than 50 campaigns on linear and streaming. WBD found significant variance in universal audience estimates, impression counting, and cross-platform coverage. For example, Comscore counted 43.5M impressions for a campaign while iSpot counted 24.6M. A survey of 154 agency and marketer decision-makers revealed that 73% consider unified reach a critical missing metric, and 79% cannot fully trust outcomes without it. WBD calls for industry standards on impression and viewability counting, and transparency in projection methodologies, urging a 'nutrition label' approach.

• WBD published white paper 'The Unified Reach Paradox' at Advertising Week New York.
• Study compared five measurement providers: VideoAmp, iSpot, Comscore, Innovid, Samba.
• Survey of 154 agency and marketer decision-makers found 73% lack unified reach data.