TV measurement firm VideoAmp is bringing on Tony Fagan, a former Google VP of adverts information science and engineering, as its first chief know-how officer.

Fagan joins numerous different C-level hires over the previous 12 months, as VideoAmp plots an growth after a $75 million funding spherical in Might.

Since 2020, former Comscore COO Cameron Meierhoefer joined as chief product officer, former Commerce Desk exec Paul Ross as chief monetary officer and former Comscore exec Josh Chasin as chief measurability officer.

VideoAmp has its sights set on being the following Nielsen or Comscore. It’s constructing cross-screen measurement capabilities as a substitute for legacy TV forex. The timing is ripe, as streaming and OTT fragment the viewing panorama.

Publishers are calling for options to measure how typically persons are viewing adverts throughout linear, streaming and digital – and achieve a unified view into how their advert spend is performing.

Fagan spent 15 years at Google, the place he developed algorithms and merchandise for advert planning, concentrating on, optimization and measurement. Whereas there, he additionally labored with the World Federation of Advertisers [WFA] and the Association of National Advertisers [ANA] to develop cross-media measurement business requirements.

Within the newly created function, Fagan will assist VideoAmp bolster its product suite to seize a bigger share of media measurement {dollars} within the $160 billion TV market – lengthy dominated by Nielsen – which features a proprietary information set that mixes ACR and set-top field information throughout 28 million households.

VideoAmp would be the first measurement companion to integrate with NBCUniversal’s Viewers Insights Hub later this 12 months, a proprietary information clear room, in order that entrepreneurs can convey their very own information to One Platform.

AdExchanger spoke to Fagan.

AdExchanger: What made you determine to go away Google to hitch a tech startup?

TONY FAGAN: I feel it’s the fitting time within the business for another forex available in the market. Client developments are altering – everybody’s received one million units – and with streaming, [the industry] is lengthy overdue for modifications in how content material and adverts are deliberate, measured and optimized.

Why did VideoAmp create the brand new function of CTO? What is going to you be constructing on the measurement entrance?

We’re placing collectively the fitting crew to go after this aggressively. I feel they have been in search of somebody who would lead the product growth course of for cross-screen measurement.

You desire a product that is going to work throughout screens and goes to cowl the life cycle of planning, measurement and optimization. Advertisers usually are not distinguishing between, “Oh, I will purchase linear TV over right here and I will purchase YouTube over there and Fb there and so forth.”

And that is mainly the work that I did at Google for a few years.

What are your rapid priorities?

VideoAmp is already identified for innovating and velocity, however I need to go even sooner. There’s a giant alternative to do issues otherwise available in the market.

All people’s aligned on this – advertisers, businesses, publishers on the TV facet, publishers on the digital facet. The work that the ANA is doing is an efficient instance of that. This could’t take years and years to get completed.

How does VideoAmp see another forex rising, notably within the wake of claims that Nielsen undercounted viewership in the course of the pandemic?

VideoAmp goes after the large-scale information – set-top field information, sensible TV information – and we’re specializing in the completely different units in streaming and in linear, the alternative ways by which customers are utilizing content material. I feel that is the fitting beginning place.

One of many issues I’ve realized at Google with YouTube is that you just actually wanted what we name logs information in digital. You wanted that large-scale information as a way to perceive at a granular degree what was happening with content material and adverts, and to supply these insights again to advertisers. It actually drives efficiency.

This is a bonus digital has had over TV traditionally, however I do not assume that is the case anymore. I feel it is a degree taking part in discipline now.

What have you ever heard from manufacturers and businesses round measurement in CTV in the course of the latest upfronts? Was measurement a significant demand amongst businesses because of points corresponding to frequency capping?

Previous to becoming a member of VideoAmp, massive model advertisers have informed me that they are in search of higher-quality advert campaigns. They need to know adverts are going to run on brand-safe content material, an understanding of the audiences they’re reaching – superior audiences – they usually need frequency capping.

They’re apprehensive concerning the consumer expertise they usually don’t desire their adverts to be spammy. Frequency capping throughout media proper now, throughout digital and TV, is troublesome. These large-scale information units will let you try this a lot better.

What does identification appear like on CTV? Is an IP tackle an okay type of concentrating on? And does TV concentrating on want to maneuver from a family degree to a person degree?

I represented Google within the WFA and ANA work round cross-media measurement to give you this proposed new customary for the business. And we talked fairly a bit about this. Advertisers really want each is the pondering as we speak.

Nevertheless, once you get to type of what we name consequence measurement – what’s the influence of the advert marketing campaign on gross sales, for instance – typically that is completed on the family degree, say for CPG purchases.

You desire to each by way of your measurement and to optimize in opposition to each … however that places you in a state of affairs the place you are going to want individual-level concentrating on and household-level concentrating on. And when you could have TVs, you clearly have shared viewing, or a number of individuals in entrance of the TV set. We will be in a world for fairly a while the place each exist collectively.

Can Google nonetheless innovate the best way it as soon as did?

Google has an extended, lengthy historical past of innovation. There aren’t many firms which have the observe document of innovating the best way Google has.

But it surely clearly will get more durable as the corporate will get greater and as there’re extra exterior pressures, whether or not it is privateness or antitrust. I feel that they are working by way of that stuff. They are not going to decelerate, and I feel the identical is true for Fb and Amazon, and a few of these different firms.

This interview has been edited for readability and size.