New integration bridges VideoAmp’s VALID™ identity graph with Captify’s Search Intelligence and proprietary semantic technology to deliver breakthrough, intent-based insights into ad effectiveness
Today, VideoAmp, a leading media measurement company transforming advertising, and Captify, the leading provider of real-time audiences and insights fueled by Search Intelligence, announced a new solution to provide scalable, identity-based search lift measurement linking household-level ad viewership with real-world search behavior.
The launch marks VideoAmp’s first integration with a search outcomes provider, adding to the existing integrations VideoAmp has with providers of Outcomes data for Auto, CPG, Healthcare, Retail and many other vertical markets.
This integration delivers a privacy-compliant, 100% deterministic solution by combining VideoAmp’s VALID™, its proprietary big data and technology engine, with Captify’s search intelligence. Now, advertisers have unprecedented visibility into real-world outcomes in-flight, opening the door for campaign optimization and smarter investment decisions.
Captify’s semantic technology brings a unique contextual understanding to user behavior that other search-based measurement solutions cannot. Unlike platforms that rely on surface-level keyword recognition, Captify’s proprietary engine uses machine learning and natural language processing to understand the context behind every search. For instance, if someone searches for “Malibu,” Captify’s engine can determine whether they’re researching a vacation to California or looking to buy a Chevrolet. Tying these search results directly to VideoAmp’s VALID™ identity graph delivers a high level of measurement efficacy showing an ad’s effectiveness at driving user interest.
While other search outcome solutions lack the ability to tie search results directly to ad viewership at scale, the solution provides true 1:1 linking of ad exposure to the subsequent search behavior it generates. This unprecedented connection allows advertisers to see exactly how media drives action, rather than relying on proxy or modeled data. Furthermore, Captify’s search intelligence - applied directly to VideoAmp’s cross-platform linear and digital viewership data - unlocks a level of efficacy and insight previously unavailable in the market.
Additionally, traditional brand lift studies rely on small, recall-based panels that measure passive recognition. This new solution measures something far more meaningful: active intent.
"On-site search captures genuine interest and intent. In today's digital-first world, search is often the first step on the path to purchase. Studies have consistently shown that search lift has a stronger correlation with actual sales than brand lift metrics. When people search for your brand, they're actively entering your marketing funnel. They're demonstrating intent, and identifying intent is what drives business results,” said Emily Kistner, Sr Director, TV Strategy at Captify. “Our integration with VideoAmp enables marketers to track these powerful signals with unmatched accuracy and speed.”
“We’re excited to work with Captify to redefine what’s possible in advertising measurement,” said Randy Laughlin, Senior Vice President, Business Development at VideoAmp. “By directly linking ad exposure to real-world search behavior, we can now show how campaigns generate interest and intent, far earlier and more accurately than traditional brand lift or conversion metrics.”
To learn more, visit https://videoamp.com/. To learn more about Captify Search Intelligence, visit https://www.captifytechnologies.com/.
About VideoAmp
VideoAmp is a media measurement company transforming advertising. By leveraging the power of currency-grade big data, VideoAmp’s solutions provide clients with access to advanced audiences and the ability to precisely plan, optimize and measure media investments across platforms to achieve better outcomes. With these solutions, media sellers can increase the value of their inventory, while advertisers can benefit from increased return on investment. VideoAmp has seen incredible adoption for its measurement and currency solutions with 880% YoY growth, 98% coverage of the TV publisher ecosystem, 11 agency groups and more than 1,000+ advertisers. VideoAmp is headquartered in Los Angeles and New York with offices across the United States. To learn more, visit www.videoamp.com.
About Captify
As the largest holder of onsite search data outside the walled gardens, Captify is the leader in real-time audiences and insights fueled by Search Intelligence. Connecting searches from over 1 billion search events a day, Captify helps brands understand consumer interests, motivations, and mindsets. Captify’s solutions power pre-campaign strategy, audience activation, and unique measurement for the world’s biggest brands.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250520128574/en/
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Cassady Nordeen
Cassady@Purposenorthamerica.com
