Software and data platform, VideoAmp, Tuesday announced their partnership with ViacomCBS which will provide the media and entertainment company with an alternative currency to plan, transact and measure national media campaigns, further accelerating ViacomCBS’ multi-currency strategy while propelling VideoAmp’s mission to redefine the way media is valued, bought and sold.

As per VideoAmp’s press release, ViacomCBS will leverage VideoAmp’s proprietary commingled TV Viewership dataset to guarantee linear media transactions against age and gender demographics.

Additionally, ViacomCBS will utilize VideoAmp’s data as an underlying currency to create and guarantee delivery of media campaigns against customized advanced audience segments through Vantage, ViacomCBS’ advanced advertising platform.

While Vantage is regarded as the industry’s most sophisticated data-targeting platform, offering best-in-class predictive modeling, continual optimization, and insights to help advertisers understand their audiences and how best to reach them.

The VideoAmp dataset is considered one of the most trusted and highest quality in the marketplace due to its scale as well as its proprietary methodology of combining STB and ACR data into a unified dataset, which enables a deduplicated view of media delivery and advertising performance against any audience across traditional TV, streaming video, and digital media.

Speaking on the partnership, Ross McCray, Chief Executive Officer and Co-Founder of VideoAmp said, “We are thrilled to be partnering with ViacomCBS as an alternative currency as they go into a new broadcast season. We truly value ViacomCBS and their forward-thinking strategy when it comes to a new era of media transaction, measurement, and, ultimately, the currency options that power it.”

“We want to unlock value for publishers in a privacy-safe way that keeps their audiences at the forefront, regardless of the channel they’re using,” he further added.

Elaborating on the same, John Halley, Chief Operating Offer of Advertising Revenue at ViacomCBS, said, “The measurement marketplace needs diversification. VideoAmp is an innovator who can help us accelerate our vision around the future of currency. We’re excited to leverage their platform to bring better insights and better measurement to advertisers and their agencies.”

Earlier this month, VideoAmp announced pilot programs with six major advertising holding companies as part of their efforts to unite the industry around an alternative independent measurement option.