mediMACH vs VideoAmp

ma 2026 Audio II Update zum Auswerten mit mediMACH verfügbar

Am 14.10.2026 wurde das Update der ma 2026 Audio II Studie zum Auswerten mit mediMACH verfügbar gemacht.

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Am 24.09.2026 wurde best for planning 2026 I zum Auswerten mit mediMACH verfügbar gemacht. Zudem wurde der Kinder-Medien-Monitor 2026 am 17.09.2026 verfügbar.

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Am 04.09.2026 wurde b4t brands 2026-2 zum Auswerten mit mediMACH verfügbar gemacht. Zudem sind Vorabtarife PZ 2027 in mediMACH verfügbar.

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.