VideoAmp, the media measurement company, has announced an extension of their long-term partnership with Paramount Global.

Paramount’s partnership with VideoAmp will provide the entertainment giant with a comprehensive view of its audience, enabling both demographic and advanced audience measurement across VideoAmp’s footprint of 40 million households. The deal will support all aspects of Paramount’s advertising business across content, local and syndication verticals for both measurement and currency.

“We’re proactive in measurement and currency as an investment in our future,” commented John Halley, President, Paramount Advertising. “Through our long-standing partnership with VideoAmp, we’re able to collectively drive innovation and accelerate progress by delivering advertisers and agencies the tools to make smarter, data-driven decisions.”

“Paramount has been an incredibly valued partner over the past three years and was one of the first media companies to transact on VideoAmp at scale,” added Bryan Goski, Executive Vice President, Revenue at VideoAmp. “We are excited to continue to grow our partnership, leading the industry in measurement and advanced currency solutions driven by big data and tech which ultimately deliver better and more measurable results.”

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Tags: paramount, VideoAmp