Warner Bros. Discovery is kicking off 2023 with an alternative approach to audience measurement.
Top line
On Tuesday, Warner Bros. Discovery and VideoAmp announced they had reached an agreement to measure cross-screen campaigns across the global media company’s sports, news, lifestyle and entertainment portfolio.
Between the lines
The deal comes following the completion of Warner Bros. Discovery’s test-and-learn for alternative measures of video ad performance. With the agreement, the media company will utilize VideoAmp’s full measurement suite and data capabilities to better represent audiences for advertisers transacting on linear, streaming video and digital and social media services through a unified cross-platform currency.
“The industry needs a better way to measure and transact on audiences–one that accounts for cross-platform, supports both traditional and advanced audiences and provides attribution metrics in a manner that enables media sellers and buyers to unlock this potential and excel in a competitive environment,” Ross McCray, CEO and founder, VideoAmp, said in...
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