As Foxtel reaches a tipping point with two-thirds of its viewers being digital subscribers, the NewsCorp subsidiary has announced new ways of tracking advertising reach.

A partnership with LA-based media measurement and optimisation software company VideoAmp is part of a trend which sees Australian broadcasters catching up with what is becoming common practice in markets such as the US.

VideoAmp launched in 2014 as a DSP for programmatic video advertising, and has evolved to deliver a suite of capabilities that automate advertising workflows, deduplicate audiences across platforms and connect media exposures to an advertiser's sales.

Foxtel Media chief Mark Frain told upfronts this week that it was working with VideoAmp to develop a new measurement system to capture data from across its various digital platforms. The two companies will float a “proof of concept” for streaming and linear measurement and currency next year.

Frain says the partnership is part of Foxtel’s plans to change how media is bought, valued and sold in Australia. VideoAmp is already working with Warner Brothers Discovery, Disney and NBC Universal in the US.

Foxtel also announced a partnership with Kantar Media to access viewing data from its more than a million set-top boxes, providing what will be the country’s “largest-ever television ratings system”.

Data is to be accessed using Kantar’s AdvantEdge technology, and will include data validation, processing, demographic mapping, capping and quality control.

Frain says Foxtel has access to data from the one million-plus set-top boxes and more than 3.1 million streaming customers.

Data available from December will include back-dated data from the past two years.