Product and technology teams bear much of the reduction, sources say
VideoAmp will not refill the chief technology officer position, one person with knowledge of the layoffs said. Many of the employees affected worked on the company’s product development and technology teams, according to people with knowledge of the cuts.
CEO Tony Fagan said VideoAmp was reorganizing as it responds to changes in the market.
“These were difficult decisions, but they reflect our long-standing approach of adapting early to major changes in the market,” Fagan said in a statement. “We believe AI is a major platform shift, and our view is that companies that adopt it quickly will benefit disproportionally.”
Fagan said VideoAmp would continue investing in agentic software development and become an AI-powered media performance platform. He said the company was aligning its organization, resources and operating model with that direction.
As AI tools improve at writing code, companies including VideoAmp have begun using agents for work previously assigned to developers. VideoAmp is also moving toward a flatter structure in the interest of efficiency, according to people with knowledge of the company’s plans.
The company is positioning itself as an agentic infrastructure tool that helps marketers achieve specific outcomes rather than competing directly with Nielsen’s more traditional audience-measurement product, the people said. VideoAmp eliminated its chief marketing officer role earlier this year, before this week’s layoffs.
VideoAmp’s restructuring is part of a broader change among revenue-technology companies as they respond to AI agents. Rattle, a software startup founded by Sahil Aggarwal in 2021, previously automated sales workflows for clients including Figma, Notion and Rippling.
Aggarwal tried to incorporate generative AI into Rattle’s product but said the effort felt like bolting an engine to a horse-drawn carriage. By the end of 2024, efforts to maintain the existing product while building a new “superagent” had stalled.
Aggarwal then laid off Rattle’s sales, marketing and customer-success teams, reducing the company’s headcount to 15 from 70 as it rebuilt around an AI-focused product. The resulting product, Von, is an operating system for sales and revenue teams that sits on top of software such as Salesforce.
Von independently handles tasks including tracking customer information, identifying sales opportunities and flagging at-risk deals. The rebranded startup recently reached $1 million in annualized recurring revenue.
“I was a horseless carriage until about 18 months ago, and I definitely saw the writing on the wall,” Aggarwal said. “I have made that transition…I am on the other side.”