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WarnerMedia teamed up with IPG Mediabrands to test alternative measurements across the same campaigns, in one of the last announcements the company is expected to make ahead of its imminent merger with Discovery.
Top line
The partnership is in collaboration with Comscore, iSpot and VideoAmp and is designed to inform WarnerMedia’s strategy when it comes to alternative audience-based currency offerings ahead of this year’s upfront.
Between the lines
With Mediabrand’s Magna and as part of WarnerMedia’s efforts to create a measurement alternative to Nielsen, the three measurement companies will deliver IPG alternative measurement services across participating advertiser’s campaigns.
“Gearing up for the 2022 upfront, we have been committed to developing a more expansive portfolio of measurement solutions for our clients and partners,” said JP Colaco, president of advertising sales, WarnerMedia, in a statement.
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