Scoop: Nielsen rival VideoAmp eyes sale

State of play: Bankers have reached out to potential buyers, including other measurement firms, about a possible deal in recent weeks.

• The company was last valued at $1.4 billion during a Series F equity raise in 2021, but since has done multiple rounds of layoffs and lost its CEO.
• It also raised $150 million from Vista Credit Partners, which is said to be leading the charge on some of the sale conversations.

What they're saying: "VideoAmp is not discussing or considering a merger, joint venture or sale at this time," executive chairman Peter Liguori told Axios, which stands by its reporting.

• Vista declined to comment.

The big picture: Most TV networks are experimenting with VideoAmp and other measurement upstarts, such as iSpot, while continuing to rely on Nielsen as their primary ratings authority.

• Amid a constant dispute with Nielsen, Paramount said Tuesday it would be leaning on VideoAmp.
• While Nielsen faces competition from VideoAmp, it's still largely considered the most authoritative currency for national TV advertising transactions.