Strictly Business VideoAmp’s Jenny Wall on Challenging Nielsen and What It Takes to Measure Modern TV Audiences
Sep 19, 2025
In this conversation, Jenny Wall, the Chief Marketing Officer at VideoAmp, shares her wealth of experience from launching major streaming platforms like HBO and Netflix. She delves into how VideoAmp’s first-party data challenges traditional Nielsen metrics and provides a clearer picture of audience measurement. Jenny also discusses the significance of social momentum in turning shows into hits and argues for diverse measurement options to reflect true viewership accurately. Her insights on advanced audience targeting and the future of marketing accountability are particularly thought-provoking.
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Launching Brands By Leaning Into Behavior
- Jenny Wall recounts launching brand-defining campaigns at HBO, Netflix, and Hulu that taught her to find what makes a service different.
- She credits listening to viewers and leaning into behaviors like bingeing to build audience habits.
Why Measurement Needs A Challenger
- Jenny moved from marketing into measurement because CMOs lack reliable ways to prove ROI and keep their jobs.
- She argues the market needs a second measurement source to provide optionality and reduce monopoly risk.
High-Fidelity Identity Spine Matters
- VideoAmp uses large-scale first-party data and a patented clean room to create a high-fidelity identity spine.
- That spine achieves roughly 90% match rates and lets publishers safely share data for cross-platform measurement.
