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

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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.

ViacomCBS and Dentsu are partnering on pilots in Q1 of 2022 that will utilitze VideoAmp data, as well as OpenAP’s new XPm to measure the cross-platform efficacy of campaigns, in one of the biggest advancements yet in the use of alternative currency options to Nielsen.

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