LAS VEGAS -- VideoAmp is a relatively new player to the burgeoning landscape of cross-screen video ad technology vendors.
At least, it may look like that from the outside. The Santa Monica-based outfit spent plenty of time perfecting its platform before taking on a $15m first venture round in November, the latest in German broadcaster RTL Group's ad-tech roll-up.
A "cross-device graph", McCray says: "We associate multiple device IDs to a user, we append intelligence to those devices. We'll say, 'here's everything those devices have consumed'; it watches these ads or shows on TV.
"Today, we over 150m unique users in the United States and over a billion devices associated underneath those users, and consumption data across all of them."
That means advertisers will get to more smartly target ads based on a holistic understanding of who exactly is behind the many devices that are now used throughout households.
McCray says an earlier seed round had funded the engineering build-out, but the effort in 2016 will be about sales.
This video is part of a series of interviews about the transformation of television produced at CES and sponsored by SpotX.
You can find this post on Beet.TV.