VideoAmp
| Company type | Private |
|---|---|
| Industry | Advertising technology, Media analytics |
| Founded | 2014 |
| Founder | Ross McCray, Dave Gullo |
| Headquarters | Santa Monica, California , United States |
Key people | Peter Liguori (CEO), Tony Fagan (CTO) |
| Products | Advertising technology platform, media measurement and analytics services |
VideoAmp operates as a company specializing in advertising technology and media analytics, assisting advertisers in the strategic planning, optimization, and evaluation of media expenditures across multiple platforms. It holds certification from the U.S. Joint Industry Committee (JIC) as a national TV currency provider, alongside Nielsen and Comscore.
Founding and leadership
Established in 2014 by Ross McCray and Dave Gullo, VideoAmp is based in Santa Monica, California, selected for its growing reputation as a technology and media center attracting numerous engineers relocating from the Bay Area.
In August 2021, Tony Fagan, formerly Google’s vice president of advertising data science and engineering, joined VideoAmp as chief technology officer to drive expansion in the media measurement sector.
In January 2024, CEO Ross McCray resigned during a period when the company reduced its workforce by 20%.
Peter Liguori was named CEO in July 2025 after previously serving as executive chairman since 2023 and as a board member. He took over from Pete Bradbury, who was formerly a senior executive at Nielsen and held the role of chief commercial and growth officer.
Funding
VideoAmp secured $2.2 million in seed funding in December 2014.
The following year, in 2015, the company raised $15 million through a Series A round led by RTL Group, with additional investments from Anthem Venture Partners, Simon Equity Partners, Third Wave Capital, Wavemaker Partners, and ZenShin Capital.
A Series B funding round concluded in August 2017 with $21.4 million raised under Mediaocean’s lead; Mediaocean’s CEO Bill Wise also joined VideoAmp’s board at that time.
In May 2019, The Raine Group contributed $50 million while Ankona Capital invested $20 million, bringing total funding to $70 million.
By 2021, VideoAmp completed a $275 million financing round that valued the company at $1.4 billion.
Acquisitions and partnerships
VideoAmp expanded its capabilities in July 2018 by acquiring IronGrid, a Boston-based data processing firm specializing in unstructured set-top box data. Following this acquisition, the IronGrid brand was discontinued. Concurrently, VideoAmp formed a partnership with Vizio’s Inscape data division.
In April 2022, the company acquired Elsy, an analytics platform designed to improve media investment decisions through business outcome forecasting and budget tracking.
Later that year in December 2022, The Walt Disney Company integrated its data clean room with VideoAmp’s platform to allow advertisers to align first-party data with Disney’s audience graph for enhanced campaign measurement.
Paramount Global terminated its agreement with Nielsen Media Research in October 2024 to collaborate with VideoAmp on TV ratings services, citing significant cost increases as a primary reason for the switch.
TV currency
In 2024, both VideoAmp and Comscore received certification from the U.S. Joint Industry Committee (JIC) as national TV currency providers. This endorsement acknowledged their ability to deliver precise, census-level data capable of accurately predicting reach and frequency metrics.
Vampfront
In 2025, VideoAmp conducted its second annual Vampfront event at the Mercer Labs Museum of Art and Technology. This branded upfront gathering highlights the company's commitment to strengthening its position within the media measurement industry.