Warner Bros. Discovery broadens data partnership with VideoAmp in measurement sector
Warner Bros. Discovery Expands Partnership with VideoAmp for 2025 Upfront Season
Warner Bros. Discovery (WBD) has significantly expanded its partnership with VideoAmp, a leading provider of advanced data measurement and currency solutions, as part of its ad-tech strategy for the 2025 upfront season and beyond. This multi-year agreement will enable WBD to leverage VideoAmp's technology across linear, digital, and cross-platform campaigns.
The partnership is a strategic move in WBD’s commitment to providing more accurate, flexible, and advertiser-aligned measurement tools to the marketplace. VideoAmp's platform helps WBD measure what actually works "across every screen, every audience, and every dollar spent," advancing beyond legacy measurement models towards a modern, multi-currency ecosystem.
This collaboration aligns with broader industry trends where alternative currencies and measurement models are gaining traction. WBD integrates VideoAmp’s solutions with its own tech tools like NEO, DemoDirect, and StreamX to simplify media planning, activation, measurement, and optimization for buyers, enhancing transparency and direct access to valuable content and audience insights during the upfront season.
StreamX, WBD's converged data-driven video project, has seen improvements in precision thanks to VideoAmp's patented data clean-room technology. This technology has been instrumental in bridging the gap between identity resolution and scale, as demonstrated by campaigns measured with VideoAmp's clean room tech achieving an average 14% incremental digital reach lift for traditionally linear buyers, while maintaining overlap reach below 2.5%.
The deals reflect the industry's increasing demand for greater transparency, flexibility, and actionable insights on multiple currencies. WBD will leverage VideoAmp's advanced data and measurement solutions across linear, digital, and cross-platform campaigns, supporting media planning, optimization, and currency transactions—especially for demographic and audience guarantees on premium content across all platforms, including streaming.
David Porter, WBD's Head of Ad Sales, Research, and Insights, stated that WBD is committed to offering clients more accurate, effective tools to reach audiences and measure success. The agreement is for the 2025 upfront season and beyond, and VideoAmp's technology will be crucial as the industry prepares for the next TV buying season.
In addition to WBD, VideoAmp has secured multiyear deals with several major publishers, including AMC Networks, A+E Networks, Fox, NBCUniversal, Paramount, and TelevisaUnivision. For more information about VideoAmp's services, visitors can visit their website.
This expanded partnership reinforces the momentum toward a more modern, more accurate, and advertiser-aligned approach to currency and measurement in the advertising industry.
- Warner Bros. Discovery (WBD) will leverage VideoAmp's technology across linear, digital, and cross-platform campaigns as part of its ad-tech strategy for the 2025 upfront season.
- VideoAmp's platform helps WBD measure what actually works "across every screen, every audience, and every dollar spent," advancing beyond legacy measurement models towards a modern, multi-currency ecosystem.
- The partnership will support media planning, optimization, and currency transactions for demographic and audience guarantees on premium content across all platforms, including streaming.
- StreamX, WBD's converged data-driven video project, has seen improvements in precision thanks to VideoAmp's patented data clean-room technology.
- VideoAmp's advanced data and measurement solutions will be crucial for WBD as the industry prepares for the next TV buying season, aligning with the increasing demand for greater transparency, flexibility, and actionable insights on multiple currencies.
