Warner Bros Discovery has enlisted measurement firm VideoAmp to track ad campaigns across screens for the company’s network and brand portfolio, which spans sports, news, lifestyle and entertainment.
An announcement of the companies’ agreement said it followed the completion of a “first-of-its-kind test-and-learn” process designed to turn up alternative ways to gauge video ad performance.
The process has grown more complex as streaming, social media and digital outlets have surged — across a much broader distribution dashboard — and traditional linear viewership has declined.
VideoAmp will look to commingle set-top box and smart TV data in order to help ad buyers and planners. The agreement is the latest signal that the media business remains on a quest to develop viable alternatives to Nielsen measurement.
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