“The US market in terms of online video [still dwarfs] European markets in terms of overall revenue potential,” said Rhys Noelke, SVP of strategy for RTL Group, who joined VideoAmp’s board of directors. “Scale matters and to us, scaling up on technology in the US makes a lot of sense.”
VideoAmp co-founder and CEO Ross McCray described its main product, Screen Optimization Platform, as such: “The idea is to have this database that stores all of these signals and to enable open API access on top of that.”
“We’re focused on building data enablement solutions," he said, "not just a DSP or SSP, so buyers can form a common denominator across screens and build plans around audiences, not just inventory and channel.”
Although VideoAmp is a fairly young company, Noelke believes RTL’s investment complements other pieces of its stack, including SpotX. For instance, SpotX publishers will be able to augment VideoAmp’s data offering to support audience targeting cross-device.
“VideoAmp was another piece of the puzzle that made sense to us,” Noelke added. “Everyone’s hungry to solve the cross-screen dilemma out there and make it more meaningful to buyers and suppliers.”