VideoAmp expands AWS partnership for privacy-enhanced measurement

VideoAmp announced on July 9, 2025, an expanded partnership with Amazon Web Services to deliver privacy-enhanced measurement solutions through AWS Clean Rooms. The Los Angeles-based media measurement company now provides its proprietary analytics directly within AWS's secure data collaboration environment, enabling advertisers and publishers to analyze campaign performance without exposing underlying datasets.

According to the announcement, VideoAmp's expanded relationship addresses critical industry challenges around data privacy and measurement accuracy. The collaboration allows advertisers to access "deeper, faster, cross-platform insights into audience behavior and campaign performance, without revealing underlying data between each other."

Summary

Who: VideoAmp, a Los Angeles-based media measurement company, in partnership with Amazon Web Services, announced the expansion targeting advertisers, publishers, and their partners seeking privacy-enhanced measurement solutions.

What: An expanded relationship enabling VideoAmp's proprietary measurement capabilities to operate within AWS Clean Rooms, providing cross-platform insights, campaign attribution, and custom analytics while maintaining data privacy controls and separation between participating parties.

When: The announcement was made on July 9, 2025, during ongoing industry transitions toward privacy-preserving measurement technologies and regulatory scrutiny of data handling practices.

Where: The cloud-native solution operates within AWS's secure infrastructure, serving clients across the United States with VideoAmp maintaining headquarters in Los Angeles and New York.

Why: The expansion addresses critical industry challenges including privacy regulation compliance, the deprecation of traditional tracking methods, and the need for accurate cross-platform measurement in an increasingly fragmented media landscape.

The timing of this expansion reflects broader industry shifts toward privacy-preserving measurement technologies. Clean room technology has gained significant traction as traditional tracking methods face increasing regulatory scrutiny and technical limitations. The Federal Trade Commission issued guidance in November 2024 warning that clean rooms are not automatic privacy solutions, emphasizing the importance of proper implementation and monitoring.

VideoAmp's integration with AWS Clean Rooms enables several measurement capabilities including cross-platform reach and frequency analysis, campaign attribution, and custom analytics. These tools operate within AWS's controlled environment while maintaining data separation between participating parties. The system leverages VideoAmp's proprietary measurement methodology to generate insights from collective datasets without compromising individual data sources.

"Our expanded measurement offering with AWS Clean Rooms allows us to bring VideoAmp's proprietary measurement capabilities directly to where our clients' data already lives—on a secure, cloud-native environment," said Tony Fagan, Chief Technology Officer at VideoAmp. "The result is faster, more actionable insights and more efficient campaigns for our customers. This is a significant step forward in making clean room-native measurement the new industry-leading standard."

The announcement comes as measurement technology faces intensifying competition and changing industry standards. Nielsen ended its traditional panel-only TV ratings system in 2025, transitioning to a hybrid approach that combines panel data with big data sources. Alternative measurement providers including VideoAmp, Comscore, and iSpot have focused on digital-native measurement approaches, challenging established methodologies.

VideoAmp has demonstrated substantial growth in recent years, reporting 880% year-over-year growth with coverage spanning 98% of the TV publisher ecosystem. The company serves 11 agency groups and more than 1,000 advertisers, positioning it as a significant player in the evolving measurement landscape.

AWS Clean Rooms provides a fully managed analytics service enabling secure data collaboration between companies and their partners. The platform allows organizations to analyze collective datasets while maintaining strict controls over data access and usage. VideoAmp's integration expands the reach of its clean room methodology by leveraging AWS's cloud infrastructure and security capabilities.

Eric Saccullo, Senior Business Development Manager for Applied AI Solutions in Advertising & Marketing at AWS, emphasized the partnership's significance. "VideoAmp has been an exceptional customer in advancing privacy-enhanced measurement use cases in AWS Clean Rooms. Their investment in running proprietary methodology on AWS Clean Rooms will potentially deliver improved performance metrics to customers," he said. "Increasing measurement use cases on AWS Clean Rooms signals an emerging industry trend where publishers and advertisers can securely analyze granular datasets in collaboration with measurement providers like VideoAmp, leading to enhanced privacy and insights."

The expansion addresses fundamental challenges in modern advertising measurement. Privacy regulations have complicated traditional tracking methods, while the deprecation of third-party cookies and mobile advertising identifiers has created gaps in audience targeting and measurement capabilities. Clean room technologies offer potential solutions by enabling data collaboration within controlled environments.

However, regulatory bodies have cautioned against viewing clean rooms as comprehensive privacy solutions. The FTC's November 2024 guidance specifically noted that clean rooms "are not rooms, do not clean data, and have complicated implications for user privacy." The agency emphasized that effective privacy protection requires appropriately designed, implemented, and monitored constraints on data usage.

VideoAmp's approach involves running its measurement methodology directly within AWS Clean Rooms, allowing advertisers and publishers to extract insights without exposing source data. This methodology enables campaign optimization and performance analysis while maintaining data separation between participating parties. The system provides measurement capabilities across multiple platforms and devices, addressing the fragmentation of modern media consumption.

The partnership reflects broader industry trends toward cloud-based advertising infrastructure. Amazon's advertising business generated $13.9 billion in Q1 2025, with significant expansion of its clean room and measurement capabilities. The company has positioned AWS Clean Rooms as a key component of its advertising technology stack, enabling secure data collaboration across its ecosystem.

Disney recently launched its Compass platform, which integrates clean room capabilities with other measurement tools. The platform includes VideoAmp among its integration partners, demonstrating the company's role in the broader advertising technology ecosystem.

The measurement industry continues to navigate technical and regulatory challenges as it adapts to privacy-focused approaches. Traditional measurement methods face increasing limitations, while new technologies require careful implementation to deliver both privacy protection and actionable insights. VideoAmp's expansion with AWS Clean Rooms represents one approach to addressing these competing demands.

For advertisers and publishers, the expansion offers potential benefits including improved measurement accuracy, enhanced privacy compliance, and more efficient campaign optimization. The cloud-native approach enables faster data processing and analysis while maintaining security controls. However, successful implementation requires understanding of both the technical capabilities and limitations of clean room technologies.

The partnership sets the stage for future developments in privacy-preserving measurement. As the advertising industry continues to adapt to changing technical and regulatory environments, solutions that balance data utility with privacy protection will likely gain increased adoption. VideoAmp's integration with AWS Clean Rooms provides a model for how measurement companies can leverage cloud infrastructure to deliver scalable, privacy-enhanced analytics.

VideoAmp, headquartered in Los Angeles and New York with offices across the United States, focuses on currency-grade measurement solutions for media planning, optimization, and performance analysis. The company's technology processes big data to provide advanced audience targeting and cross-platform measurement capabilities for both advertisers and media sellers.

Timeline

• November 2024: FTC warns clean rooms are not automatic privacy solutions, emphasizing proper implementation requirements
• January 2025: Nielsen ends legacy panel-only TV ratings, transitioning to hybrid measurement approach
• January 2025: Disney launches Compass platform with VideoAmp integration
• February 2025: Amazon's advertising revenue reaches $17.3 billion in Q4 2024 with expanded clean room capabilities
• May 2025: Amazon's advertising business generates $13.9 billion in Q1 2025, highlighting growth in measurement services
• July 9, 2025: VideoAmp announces expanded AWS Clean Rooms partnership for privacy-enhanced measurement solutions