Andrea Zapata Joins VideoAmp in a Strategic Play for Agency Trust

NEW YORK, NY – July 21, 2026 – Media performance platform VideoAmp today announced the appointment of Andrea Zapata as its new Senior Vice President of Agency Partnerships, a move that signals a significant escalation in the industry's race to solve the cross-platform measurement puzzle. Reporting to Chief Revenue Officer Bryan Goski, Zapata will take the helm of the company's buy-side revenue organization in a role that seems tailor-made for her extensive and unique background.

The hiring is more than a standard executive shuffle; it's a strategic chess move. Zapata joins VideoAmp at a critical juncture for the advertising industry, as agencies and advertisers alike buckle under the pressure to prove performance in an increasingly convoluted media ecosystem. Her appointment underscores the company's aggressive focus on embedding its platform within the agency workflow, moving the market beyond legacy metrics and toward tangible, outcome-based advertising.

A Bridge Between Buy-Side and Sell-Side

What makes Zapata a particularly potent hire is her rare perspective, forged by over two decades of experience on both sides of the negotiating table. She is one of the few executives who has intimately understood the needs and pressures of both media sellers and media buyers.

Most recently, as Vice President of Advertising Data, Measurement, and Partnerships at T-Mobile Advertising Solutions, she was on the buy-side, focused on leveraging vast sets of first-party data for audience activation and measurement. Before that, however, she spent years on the sell-side. Her tenure as EVP of Ad Sales Research, Measurement and Insights at Warner Bros. Discovery is particularly noteworthy. It was in this role that she worked directly with VideoAmp, leading WBD's high-stakes evaluation and adoption of alternative measurement currencies during the pivotal 2023 upfront cycle.

This history gives her unparalleled credibility. She hasn't just talked about the challenges of new measurement solutions; she has been in the trenches, responsible for operationalizing them for one of the world's largest media conglomerates. As VideoAmp’s Chief Revenue Officer, Bryan Goski, noted, “Andrea brings a powerful combination of market credibility, strategic perspective, and deep experience across data, measurement, and media. She understands the pressures agencies are under, the expectations advertisers have around proof of performance, and the opportunity in front of us as the industry moves toward a more intelligent and connected future.”

The Measurement Imperative

Zapata's appointment is a direct response to the advertising industry's most pressing problem: fragmentation. Audiences are scattered across linear TV, countless streaming services, and digital platforms, making it nearly impossible for traditional measurement to provide a holistic or accurate picture of campaign reach and impact. This has created a crisis of confidence, fueling an urgent demand for new "currencies" that can reliably track performance and justify billions in ad spend.

During her time at Warner Bros. Discovery, Zapata was a vocal proponent for change, championing competition in the measurement space to foster innovation. She publicly advocated for a move beyond legacy models, calling for solutions that were not only cross-platform but also tied to real business outcomes. Her work involved a rigorous evaluation of the very players now competing for market dominance, including VideoAmp, Comscore, and iSpot.tv.

Her decision to now join VideoAmp is a powerful endorsement. "What drew me to VideoAmp is that the company is building for where the industry is headed — with the infrastructure, interoperability, and API-first platform foundation to help agencies operate with greater speed, clarity, and accountability," Zapata stated. Her move suggests a belief that the company possesses the foundational technology necessary to not just participate in the new measurement landscape, but to lead it.

An Aggressive Play for Agency Dominance

By placing an executive of Zapata's caliber in charge of agency partnerships, VideoAmp is making a clear statement about its strategic priorities. The company is betting that winning the trust and deep integration of the buy-side—the advertising agencies and their clients—is the key to long-term victory in the measurement wars.

Zapata’s mandate is to lead the buy-side revenue organization, a role focused on expanding the adoption of VideoAmp's platform among the agencies that control the flow of advertising dollars. The platform itself is designed as an end-to-end solution, providing tools to plan, measure, and optimize campaigns across the full media spectrum. The company touts its "API-first" approach, a technical detail that is crucial for agencies seeking to automate workflows and integrate new measurement data into their existing systems with less friction.

This focus on infrastructure and interoperability is what Zapata refers to when she speaks of helping agencies operate with "greater speed, clarity, and accountability." In an environment where every dollar must be justified, agencies need more than just a new report; they need a system that plugs into their operations and provides actionable intelligence to prove and improve performance. Zapata's deep understanding of agency pressures, combined with her technical and data acumen, positions her to translate VideoAmp's platform capabilities into tangible solutions that resonate with media buyers and planners.

Her arrival is set to intensify the competition. Legacy players like Nielsen are scrambling to adapt, while a host of challengers, including Comscore and iSpot.tv, are all vying for a piece of the new measurement pie. Zapata's intimate knowledge of the competitive landscape, gained from her time evaluating these very companies, provides VideoAmp with a significant strategic advantage as it seeks to solidify its position as an indispensable partner to the modern advertising agency.