Identity, Data, and Measurement with Gina Ive from VideoAmp

In this episode of The Marketing Rapport, host Tim Finnigan sits down with Gina Ive, Senior Director, Partnerships at VideoAmp. They explore cross-platform media measurement and why identity resolution keeps reporting honest.

Gina describes how viewership data arrives with many identifiers from linear and digital sources. VideoAmp matches those signals to an identity spine, then resolves and deduplicates them into households through identity resolution providers. That one-to-one match supports deterministic answers: who saw an ad, who sat in the intended audience, and who later took action. She also shares what she looks for in partner data: accuracy, scale, and fidelity, with checks for fast-changing inputs like IP addresses.

She closes on outcomes. Brands want to tie spend to real-world purchases and move toward outcome-based guarantees. “Always-on” data feeds and deeper integrations can cut lag time, improve match rates, and guide planning in a fragmented media landscape across TV and streaming.

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