MediaRadar’s pact with VideoAmp marries MediaRadar’s granular TV ad occurrence and spend data with VideoAmp’s advanced national and local TV audience ratings. The result, say the companies, is the delivery of a more complete view of advertising value, audience reach and competitive performance. “By integrating audience viewership insights directly into MediaRadar’s ad intelligence platform, joint customers gain access to spot-level commercial viewership data, enabling true ad-level analysis rather than relying on average program ratings,” the companies say. “The future of advertising depends on greater connectivity across data and measurement environments,” said MediaRadar CEO Matt Krepsik. Being selected as a foundational data source for their TV measurement capability is an honor.