Comcast Advertising will license aggregated viewership data from its devices to VideoAmp, the companies announced today. VideoAmp will incorporate the data into its cross-platform measurement solution which spans and de-duplicates set-top box and SmartTV data sets.

The deal is the latest industry move to innovate measurement and develop alternative currencies to Nielsen heading into the upfronts. The rise of streaming, VOD, CTV and direct-to-consumer businesses along with the desire to compete more effectively with digital alternatives have compelled the industry to develop more audience-based measurement approaches.

Just yesterday Discovery announced it is conducting pilot tests with Omnicom using data from VideoAmp and Comscore for AT&T and State Farm. That followed WarnerMedia choosing VideoAmp, Comscore and iSpot.tv last month as alternative measurement partners.

Also last month NBCUniversal announced iSpot.tv as its first certified cross-screen media measurement partner helping power a new alternative currency.  Last September Paramount (then ViacomCBS) named VideoAmp as a new measurement partner for linear TV.

Commenting on the new Comcast-VideoAmp deal, Comcast Advertising President Marcien Jenckes said, “Our ecosystem is stronger when brands and media owners can transact on multiple currencies and when such currencies exist for cross-platform measurement.”