Paramount-Nielsen standoff escalates with media buyers split over VideoAmp shift

It's been over a month since Paramount's contract with Nielsen expired, leaving the media giant without the measurement company's data amid a dispute over renewal terms.

Advertisers and media buyers are caught in the middle of the standoff, grappling with the sudden shift to dealmaking with Paramount on VideoAmp's big data set. Media buyers who spoke with Ad Age had differing views on the readiness of buying using VideoAmp at the scale needed.

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