Prime Video's Ad-Supported VOD to be Officially Measured by AGF Videoforschung in November
Amazon Prime Video's ad-supported VOD data will be officially measured by AGF Videoforschung starting November. This integration, a first for an international streaming platform, combines active and passive measurement methods for detailed analysis.
AGF Videoforschung and Amazon have collaborated to include Amazon Prime Video in the national ratings system. Previously, data was available through AGF's Reach Planner using passive measurement via GfK router panel.
The new active hybrid methodology combines AGF panel data with census-level server-to-server (S2S) data. This allows for detailed analysis by title and format. AGF is the first Joint Industry Committee to integrate an international streaming platform using S2S technology. Kerstin Niederauer-Kopf, CEO of AGF Videoforschung, hails this as a major milestone.
Nielsen certified Amazon Prime Video's data to ensure comparability with other publishers in the AGF system. Co-viewing detection is in development and will be implemented later.
The integration enables active, content-specific measurement of Amazon Prime Video's ad-supported VOD catalogue. Nils Gräf, Managing Director of Amazon Ads Deutschland, welcomes this for deeper analysis and strategic planning opportunities. Amazon, in cooperation with Nielsen, has integrated Amazon Prime Video into the standardized national measurement system of AGF Videoforschung using server-to-server technology for active measurement.
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