The agreement will support all aspects of Paramount’s advertising business across content, local and syndication for both measurement and currency.

The partnership provides both demographic and audience measurement across VideoAmp’s footprint of 40 million households.

VideoAmp is headquartered in Los Angeles and New York with offices across the US, and guaranteed $3bn in currency by the close of 2024, marking more than 880% year-on- year growth.

Bryan Goski, executive vice-president, revenue at VideoAmp, said: “Paramount has been an incredibly valued partner over the past three years and was one of the first media companies to transact on VideoAmp at scale.

“We are excited to continue to grow our partnership, leading the industry in measurement and advanced currency solutions driven by big data and tech which ultimately deliver better and more measurable results.”

John Halley, president at Paramount Advertising, added: “We’re proactive in measurement and currency as an investment in our future.

“Through our long-standing partnership with VideoAmp, we’re able to collectively drive innovation and accelerate progress by delivering advertisers and agencies the tools to make smarter, data-driven decisions.”