ViacomCBS, Dentsu Partner on VideoAmp Data Trials With OpenAP’s New XPm Framework

Q1 pilot marks big step forward in use of alternate currency to Nielsen

After recently allowing advertisers to start transacting against VideoAmp metrics instead of Nielsen or Comscore data, and being a part of the OpenAP consortium that just rolled out a new cross-platform measurement framework last week, ViacomCBS is ready to engage in the first major test that will combine both new offerings.