Observed Signal · Mar 25, 2026 · Integration · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
VideoAmp Integrates With O-N-X for Data-Driven Local TV
VideoAmp announced an integration with O-N-X to embed VideoAmp’s nationwide audience and measurement dataset into O-N-X’s automated transaction infrastructure for local broadcast television. The combined capability will power predictive delivery intelligence to improve forecasting, reconciliation and support more stable guaranteed impression transactions across all 210 U.S. broadcast markets. O-N-X is already licensed by multiple broadcast groups in Los Angeles, Chicago and Boston and plans a broader roll-out across the Top 20 markets beginning in April. VideoAmp’s commingled set-top-box and smart TV data will enable agencies and broadcasters to evaluate local inventory with expanded analytical signals for planning, pricing and transaction decisions.
The integration brings measurement data and predictive forecasting to automated local broadcast transactions across all U.S. markets, modernizing a historically manual part of TV ad buying; this materially affects broadcasters, agencies and buyers but is not a major platform policy or earnings event.
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Key Takeaways & Evidence Grounding
- VideoAmp announced an integration with O-N-X to provide its nationwide audience and measurement dataset to the O-N-X platform.
- O-N-X will use VideoAmp data to power predictive delivery intelligence and support guaranteed impression transactions across all 210 U.S. broadcast markets.
- O-N-X is licensed by multiple broadcast groups for Los Angeles, Chicago and Boston and will broaden customer roll-out across the Top 20 markets beginning in April.
- VideoAmp’s dataset includes a commingled set-top-box and smart TV measurement set used to improve forward forecasting and reconciliation for broadcasters and buyers.
- Agencies and broadcasters will be able to evaluate local broadcast inventory using VideoAmp-powered insights for reach, delivery projections, planning, pricing and transaction decisions.
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Related Market Signals & Shifts
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MediaRadar Expands Integration with VideoAmp
MediaRadar announced an expanded integration with VideoAmp that imports VideoAmp TV audience ratings into MediaRadar’s advertising intelligence platform. The integration combines MediaRadar’s TV ad occurrence and spend data with VideoAmp’s national and local audience ratings to provide spot-level commercial viewership and enable ad-level analysis. The move builds on a more-than-decade-long data collaboration between the companies and is intended to give brands, agencies and publishers improved visibility into advertising value, share of voice and competitive reach across the converging TV landscape.
VideoAmp Receives JIC Re-Certification as National TV Measurement Currency Through 2028
VideoAmp announced it received JIC re-certification as a national TV measurement currency through 2028, as covered by Adweek. Additionally, VideoAmp is powering DeepIntent's new Cora platform for linear TV planning and forecasting, and GumGum's sports media solution for addressable audiences.
JIC Recertifies Comscore, iSpot, VideoAmp as TV Currencies
The U.S. Joint Industry Committee (JIC) has recertified measurement companies Comscore, iSpot, and VideoAmp as national currencies for the 2026-2028 term. This certification, which applies to the upcoming 2026-2027 broadcast TV season, is a vote of confidence in these companies' ability to serve as transactionable metrics for buying and selling TV advertising inventory. The JIC noted that this was its most comprehensive currency evaluation to date, assessing providers against buy- and sell-side requirements. The recertification underscores the ongoing shift towards cross-platform measurement and the growing acceptance of alternative currencies beyond traditional panels.
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