Warner Bros. Discovery announced that the company will partner with Comscore and VideoAmp to enable alternative currencies for national advertisers transacting across its linear inventory and data-driven advanced advertising solutions in the 2023-2024 Upfront. The partnerships will provide marketers with the critical optionality to ensure the impact of their investment is fully captured. Warner Bros. Discovery will also utilize partnerships with Comscore and VideoAmp to enhance cross-platform measurement and enable new capabilities for clients to transact against advanced audience targets.
“Optionality has always been a key part of our approach to measurement and currency, and we are excited to operationalize against multiple currencies at scale and unlock more value for our partners this Upfront season,” said Andrea Zapata, EVP, Head of Ad Sales Research, Measurement and Insights at Warner Bros. Discovery. “We have full confidence in Comscore and VideoAmp to help us execute our vision around currency, and we’re excited to leverage these innovative and effective solutions as we as an industry move away from a single-source currency.”
Warner Bros. Discovery is committed to developing a more expansive portfolio of measurement and currency solutions that further demonstrate the value and outcomes of its award-winning storytelling, offering advertisers the confidence and trust needed to thrive in today’s fragmented landscape. With a diverse and more precise currency and measurement framework, advertisers can better leverage Warner Bros. Discovery’s suite of premium IP, brands, franchises, and coveted audience access. “Comscore is proud to expand our long-standing partnership with Warner Bros. Discovery as they continue to innovate across linear and cross-platform audience measurement solutions for their advertising clients,” said Jon Carpenter, Chief Executive Officer at Comscore. “We are excited to be working together to power marketplace demand for greater transparency, consistency, and interoperability. Today’s consumer has more choice than ever before when making their buying and viewing decisions, and we applaud Warner Bros. Discovery for leading the charge to bring choice in media measurement to their brand and agency partners.”
“We are thrilled to partner with Warner Bros. Discovery as a currency provider, especially as they head into the Upfront season,” said Michael Parkes, President of VideoAmp. “The industry is in need of better audience measurement and transactional capabilities. By teaming up with such an iconic company with massive reach and engaged audiences, we’re committed to providing advertisers with greater visibility into the true value of both the breadth and depth of the Warner Bros. Discovery portfolio. We look forward to collaborating with them to drive meaningful impact and deliver measurable results.”
These newly expanded currency options will also be available with Warner Bros. Discovery’s best-in-class advanced data-driven linear solution. The high-fidelity viewership data sets will allow Warner Bros. Discovery to yield greater efficacy and greater impact for advertisers engaging in audience-based buying. Last year, Warner Bros. Discovery developed a first-of-its-kind test-and-learn for evaluating third-party measurement providers. The assessment thoroughly reviewed potential partners across five key areas: methodology, reporting, activation, stewardship, and campaign findings.
Related News
