Numeris has announced it has signed a deal with Amazon Ads, adding Prime Video to its national Video Audience Measurement (VAM) solution.

Prime Video is the first digital streaming service to be made available within the solution, enabling advertisers to capture and analyze viewership, alongside linear TV providers.

“We are excited to welcome Prime Video as the first digital streamer on our National VAM platform,” said Sue Haas, Chief Growth Officer at Numeris, in an announcement. “This partnership is a pivotal step toward a truly unified view of Canadian audiences across all platforms, and we look forward to working together to drive innovation in audience measurement.”

Numeris says its national VAM data now covers 95% of Canadian linear, streaming, and digital platforms, giving advertisers and broadcasters the most complete view of screen audiences by platform, device, and market.

“We are pleased to have integrated into Numeris’ National Video Audience Measurement (VAM) solution, giving advertisers a new way to measure the performance of their Prime Video ads campaigns alongside their linear TV campaigns,” added Uri Gorodzinsky, Managing Director, Amazon Ads Canada and Mexico. “With Prime Video reaching an average monthly ad-supported audience of more than 12 million customers in Canada, and being home to some of the country’s favourite movies and series, including The Lord of the Rings: The Rings of Power, Fallout, The Boys, and live sports like Prime Monday Night Hockey and PWHL, I am excited for this integration to further evidence how we’re helping brands connect with unique audiences and drive meaningful results.” 

Numeris says the collaboration lays the groundwork for future industry-wide advancements, “supporting a media landscape that is adaptable, accountable, and responsive to the needs of audiences and stakeholders alike.”