General Motors, Carat, and Paramount collaborated to test cross-platform ad measurement using VideoAmp as a currency-grade dataset. The project integrated Carat's M1 platform and OpenAP to synchronize audience planning, activation, and measurement across linear and digital properties.
This pilot demonstrates that major advertisers like General Motors are moving beyond traditional metrics toward unified, identity-based datasets that bridge the gap between linear and digital silos. By using M1 and OpenAP to maintain a single audience definition, the partners reduced the friction typically found in cross-platform attribution. For the broader ecosystem, this signals a maturing market for alternative currencies that can provide the transparency and reach guarantees that legacy systems struggle to deliver. Watch for Paramount to scale these Vantage-driven audience guarantees as more agencies adopt currency-grade datasets for upfront commitments.
The integration of Paramount+ infrastructure across its broader portfolio continues to be a key driver for the company's unified ad-tech strategy.
General Motors, Carat, and Paramount have successfully piloted VideoAmp as a currency-grade dataset for cross-platform ad measurement. By integrating M1 identity and OpenAP, the partners synchronized linear and digital ad activation. This shift toward unified, identity-based metrics helps advertisers overcome traditional silos and provides more transparent reach guarantees for upfront commitments.
The pilot aimed to test VideoAmp as a currency-grade dataset for unified audience planning, allowing for more transparent transaction guarantees across linear and digital platforms.
The collaboration utilized OpenIDs via OpenAP to maintain a single audience definition, ensuring consistency from the initial planning phase through final attribution.
Paramount utilized its Vantage and EyeQ products to optimize reach and guarantee impressions across multiple viewing platforms during the campaign.
It demonstrates a move toward identity-based datasets that bridge linear and digital silos, signaling a maturing market for alternative currencies that offer better transparency than legacy systems.
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