VideoAmp has appointed Andrea Zapata as Senior Vice President of Agency Partnerships to strengthen its buy-side advertising strategy and expand adoption of its media measurement platform among agencies and advertisers. Zapata joins VideoAmp as the company pushes further into outcome-based advertising, helping brands measure, optimize, and prove campaign performance across fragmented media environments.
The advertising industry is undergoing a major transformation as brands and agencies move away from traditional reach-based metrics toward more measurable, outcome-focused media strategies.
VideoAmp is responding to this shift with a leadership expansion, appointing Andrea Zapata as Senior Vice President of Agency Partnerships. In her new role, Zapata will lead VideoAmp’s buy-side revenue organization and focus on strengthening relationships with advertising agencies and marketers adopting advanced measurement solutions.
The appointment comes as media buyers face increasing pressure to demonstrate business impact across a fragmented ecosystem that includes linear television, connected TV (CTV), streaming platforms, digital video, and programmatic advertising channels.
For agencies, the challenge is no longer simply purchasing media inventory. They need technology platforms that can connect planning, audience insights, measurement, optimization, and attribution into a unified workflow.
VideoAmp’s strategy centers on helping advertisers navigate this complexity through its media performance platform, which provides measurement and analytics capabilities designed to improve campaign decision-making.
Building Stronger Agency Connections Around Media Measurement
Zapata brings more than two decades of experience spanning advertising data, measurement, partnerships, and revenue strategy.
Before joining VideoAmp, she served as Vice President of Advertising Data, Measurement, and Partnerships at T-Mobile Advertising Solutions, where she worked on advertising data strategies and measurement partnerships.
Previously, Zapata served as Executive Vice President of Ad Sales Research, Measurement, and Insights at Warner Bros. Discovery. During her tenure, she played a role in evaluating alternative measurement currencies during the 2023 upfront advertising cycle and developing full-funnel attribution strategies across streaming and traditional television properties.
Her background reflects a broader industry trend: measurement expertise is becoming increasingly important as advertisers seek alternatives to legacy television metrics.
Why Advertising Measurement Has Become a Strategic Priority
The rise of streaming media and digital channels has created a more complex advertising landscape.
Advertisers now distribute budgets across connected TV, social media, search, display, retail media networks, and programmatic platforms. While these channels provide more targeting capabilities, they also create challenges around consistent measurement.
Traditional television relied heavily on audience reach and ratings. Digital advertising introduced more granular metrics such as clicks, conversions, and attributed revenue. The next phase of advertising technology is focused on combining these approaches into unified measurement frameworks.
Platforms such as The Trade Desk, Google, and Amazon Ads have invested heavily in audience intelligence, attribution, and cross-channel measurement capabilities as advertisers demand greater transparency.
VideoAmp’s focus on media performance measurement positions the company within this broader movement toward accountable advertising infrastructure.
Alternative Measurement Currencies Gain Momentum
One of the biggest changes in television advertising has been the industry’s exploration of alternatives to traditional measurement systems.
As viewing habits shift from broadcast and cable television toward streaming platforms, advertisers increasingly require measurement solutions that account for fragmented audiences across devices and platforms.
Alternative currencies — independent measurement systems used for buying and evaluating media — have gained attention among agencies and publishers seeking more flexible approaches.
VideoAmp has been one of the companies working in this area, competing with other measurement providers that aim to modernize television advertising analytics.
The company’s agency-focused expansion reflects growing demand for independent measurement platforms capable of supporting both traditional television and emerging digital video environments.
The Role of APIs and Interoperability in Future Advertising
Zapata highlighted VideoAmp’s infrastructure, interoperability, and API-first platform approach as key factors shaping the company’s future direction.
Modern advertising ecosystems increasingly depend on connected technology stacks where data can move between demand-side platforms (DSPs), customer data platforms (CDPs), measurement providers, and analytics systems.
API-driven advertising infrastructure allows agencies to integrate measurement insights into existing workflows rather than relying on disconnected reporting tools.
This trend aligns with the wider evolution of AdTech, where automation, artificial intelligence, and data interoperability are becoming central components of campaign management.
According to research from Gartner and Forrester, marketing organizations continue increasing investments in analytics, automation, and customer intelligence technologies as they seek stronger connections between advertising activity and business outcomes.
Competitive Landscape: Measurement Platforms Become Core AdTech Infrastructure
The advertising measurement market is becoming increasingly competitive as brands demand greater accountability.
Companies including VideoAmp, Nielsen, Comscore, and digital advertising platforms are competing to provide more accurate views of campaign effectiveness across television and digital environments.
The future of media measurement will likely depend on platforms that can combine privacy-conscious identity solutions, cross-device measurement, AI-powered analytics, and real-time optimization.
VideoAmp’s leadership appointment signals its ambition to strengthen its position among agencies as the industry moves toward more measurable and data-driven advertising models.
Market Landscape
The VideoAmp appointment reflects several major advertising technology trends:
Outcome-based advertising growth:
Advertisers increasingly want proof that media investments generate measurable business results.
CTV measurement expansion:
Streaming advertising requires new measurement frameworks beyond traditional television ratings.
Cross-channel attribution demand:
Brands need unified measurement across TV, digital, social, and programmatic channels.
AI-powered media optimization:
Machine learning is helping advertisers analyze performance signals and optimize campaigns faster.
API-first advertising infrastructure:
Interoperability is becoming essential as agencies manage increasingly complex media ecosystems.
Strategic Outlook
VideoAmp’s investment in agency leadership highlights how measurement has become a competitive advantage in modern advertising.
As advertisers continue shifting budgets toward CTV, streaming video, and programmatic channels, the ability to provide reliable performance insights will determine which platforms gain long-term adoption.
The next generation of advertising technology will likely be defined by platforms that connect media planning, activation, measurement, and optimization into a single data-driven ecosystem.
VideoAmp’s expanded agency strategy positions the company to compete in a market where transparency and accountability are becoming essential buying requirements.
Top Insights
- VideoAmp appointed Andrea Zapata as SVP of Agency Partnerships to expand adoption of its advertising measurement platform among agencies.
- Zapata’s experience across T-Mobile and Warner Bros. Discovery strengthens VideoAmp’s focus on data-driven media measurement.
- The advertising industry is shifting toward outcome-based measurement as brands demand stronger proof of campaign effectiveness.
- CTV and streaming advertising growth is increasing demand for independent measurement platforms and alternative currencies.
- API-driven advertising infrastructure is becoming critical for connecting media buying, optimization, and performance analytics.
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