VideoAmp announced Tuesday that its cross‑platform planning suite, VXP™, will now incorporate first‑party data from two major content distributors: SiriusXM Media and National CineMedia (NCM). The integration brings digital‑audio inventory and deterministic cinema audience insights into a single clean‑room environment, allowing advertisers to model campaigns that span streaming video, connected TV, audio, and movie theater placements without leaving the platform.
The move marks the first time either SiriusXM’s audio ecosystem or NCM’s cinema network will be embedded in a cross‑media planner of this type. VideoAmp’s engineering team has built the new connectors on its patented clean‑room infrastructure, preserving the privacy of each data source while delivering a unified audience view for media buyers.
“Every new first‑party integration makes VXP™ more powerful and more representative of how audiences actually consume media. With SiriusXM Media bringing digital audio and NCM bringing cinema, we’ve closed two of the biggest remaining gaps in cross‑platform planning. For advertisers heading into the Upfront, that means a level of coverage and precision that wasn’t possible before,” said Bryan Goski, Chief Revenue Officer at VideoAmp.
Audio data finally joins the cross‑platform equation
SiriusXM Media’s inclusion brings a sizeable digital‑audio audience into VXP. The company reaches roughly 170 million monthly listeners across its satellite radio service, the Pandora streaming platform, and a network of podcasts and other streaming audio properties. By feeding this audience into VXP, advertisers can now juxtapose audio reach against video and CTV performance, calculate incremental exposure across screens, and allocate budgets with a clearer picture of media overlap.
“At SiriusXM Media, our goal is to get audio on every marketer’s plan, and this integration with VideoAmp is a major step toward making that a reality,” said Lizzie Collins, SVP, Head of B2B Marketing and Ad Innovation at SiriusXM Media. “Audio is a highly engaged, yet underspent, channel. By contributing first‑party data and incremental insights into VXP™, this will enable clients to plan for audio alongside video and CTV, see its true incremental reach, and diversify their media mix. We’re thrilled that VideoAmp recognizes the power of digital audio and is helping us bring the medium into the cross‑platform conversation in a way the industry has long needed.”
Industry analysts have noted that digital audio has outpaced many traditional broadcast formats in growth over the past few years, yet it remains underutilized in many media plans. The integration could help bridge that gap by providing a data‑driven justification for allocating spend to audio channels that were previously evaluated in isolation.
Cinema audience insights become part of the mix
National CineMedia, the United States’ largest cinema‑advertising network, is also joining VXP through its NCMx™ dataset. NCMx captures deterministic movie‑goer behavior across roughly 17,000 screens in 1,300 theaters spanning 184 markets, including every top‑50 market. The dataset is built on verified ticket sales and in‑theater attendance, giving advertisers a concrete measure of who is watching movies and when.
“This integration with VideoAmp is a natural fit, providing agencies with deterministic moviegoer data as a core input in premium video planning, not a separate line item,” said Manu Singh, Chief Data & Innovation Officer at NCM. “Cinema remains a way to reach highly engaged audiences, and NCMx makes it measurable and actionable for advertisers.”
By merging NCM’s cinema data with VXP’s existing video inventory, planners can now evaluate the incremental lift that a theater spot provides relative to a TV or streaming impression. The combined view also enables more precise frequency capping and audience sequencing across screens, a capability that has traditionally been difficult to achieve due to the siloed nature of cinema measurement.
Technical underpinnings: clean‑room privacy and deterministic matching
Both new data feeds are processed inside VideoAmp’s proprietary clean‑room environment. The architecture ensures that raw identifiers from SiriusXM and NCM never leave their respective platforms, while still allowing the VXP engine to match audiences on a deterministic basis. This approach aligns with growing privacy regulations and the industry’s shift toward first‑party data solutions.
VideoAmp also announced that NCM will leverage the company’s VXM™ Ads Measurement platform for post‑flight analysis. This linkage means that campaign performance in theaters can be directly compared against outcomes in streaming and CTV, offering a unified measurement framework that has been elusive for many cross‑media buyers.
Why the expansion matters for advertisers
The addition of audio and cinema data addresses two historically underrepresented media types in programmatic planning. For agencies preparing for the upcoming Upfront season, the ability to model a campaign that includes a theater spot, a podcast ad, and a CTV impression within a single tool reduces the need for manual spreadsheet reconciliation and third‑party attribution hacks.
Moreover, the deterministic nature of the new data sources—particularly NCMx’s ticket‑level granularity—offers a level of confidence that probabilistic models cannot match. Advertisers can now quantify reach overlap more accurately, potentially lowering wasted impressions and improving return on ad spend.
Competitive landscape and market implications
VideoAmp’s move follows a broader industry trend where cross‑platform planners are seeking to incorporate more first‑party data to stay ahead of cookie deprecation and privacy constraints. Competitors such as The Trade Desk and MediaMath have introduced audio modules, but few have combined cinema data at scale within a clean‑room framework.
By aligning with two of the largest audio and cinema owners in the United States, VideoAmp positions VXP as a more comprehensive alternative for brands that require a full‑funnel view of media consumption. The partnership also signals that major content owners are willing to expose their first‑party data to third‑party platforms, provided the privacy safeguards meet industry standards.
Outlook: what’s next for VXP?
VideoAmp has not disclosed a timeline for additional integrations, but the company’s roadmap suggests that further first‑party data partnerships are forthcoming. As advertisers continue to demand holistic measurement across an expanding mix of screens—ranging from smart speakers to immersive AR experiences—the ability to ingest new data streams quickly will be a differentiator.
For now, the immediate impact will be felt during the Upfront negotiations, where media agencies and brands will have a richer set of tools to justify budget allocations across audio, video, and cinema. If the integration delivers on its promise of more precise, audience‑first planning, it could set a new benchmark for cross‑media platforms in the ad tech ecosystem.
Get in touch with our Adtech experts
