VideoAmp and Warner Bros. Discovery sign multi-year measurement deal

VideoAmp and Warner Bros. Discovery announced a multi-year agreement on July 24, 2025, to expand their longstanding relationship and deliver currency optionality to the advertising marketplace. According to the announcement, the deal provides demographic and audience guarantees with support for premium content across linear and digital streaming platforms for the 2025 Upfront season and beyond.

The partnership focuses on VideoAmp's advanced data and measurement solutions across linear, digital, and cross-platform campaigns to support planning, optimization, and currency use cases. Warner Bros. Discovery will leverage VideoAmp's patented data clean room technology, which has demonstrated significant improvements in campaign precision on StreamX, WBD's converged data-driven video project.

According to a recent white paper published by WBD, onboarding audiences via data clean rooms delivered 3.2x more unique targetable IDs compared to traditional third-party methods. This represents a 200% increase in match rates, helping bridge the gap between identity resolution and scale. The technical advancement addresses industry challenges in audience identification and targeting across fragmented viewing environments.

VideoAmp's clean room technology achieved an average 14% incremental digital reach lift for traditionally linear buyers while maintaining overlap reach below 2.5%. These metrics highlight the precision and efficiency of cross-platform activation in modern advertising campaigns. The performance data demonstrates how advanced measurement technologies can optimize campaign delivery across multiple platforms simultaneously.

StreamX unifies media planning, activation, and measurement across linear TV, digital, and streaming platforms. This convergence approach represents Warner Bros. Discovery's strategy to streamline advertising operations while providing enhanced targeting capabilities to advertisers. The platform integration addresses the complexity of managing campaigns across multiple viewing environments that characterize contemporary media consumption.

According to Bryan Goski, Chief Revenue Officer at VideoAmp, "VideoAmp has been at the forefront of helping the industry evolve beyond legacy measurement models. Our continued collaboration with Warner Bros. Discovery reinforces the momentum toward a more modern, more accurate, and advertiser-aligned approach to currency and measurement and signals the arrival of a multi-currency ecosystem where stakeholders have choices."

The agreement represents the latest in VideoAmp's growing roster of multi-year deals with major publishers, including AMC, A&E, FOX, NBCUniversal, Paramount and TelevisaUnivision. These deals reflect the industry's increasing demand for greater transparency, flexibility and actionable insights on multiple currencies. The expansion of alternative measurement partnerships indicates a broader transformation in how television advertising is measured and transacted.

According to David Porter, Head of Ad Sales Research, Data, and Insights at WBD, "At WBD, we are committed to offering our clients more accurate, effective tools to reach their audiences and measure success. VideoAmp helps us measure what actually works - across every screen, every audience, and every dollar spent - which will be more important as the industry gears up for the next TV buying season."

The measurement industry has experienced significant transformation throughout 2025. Nielsen ended its traditional panel-only TV ratings system in January, transitioning to a hybrid approach combining panel data with big data sources. Alternative measurement providers including VideoAmp, Comscore, and iSpot have focused on digital-native measurement approaches, challenging established methodologies.

VideoAmp has demonstrated substantial growth metrics, reporting 880% year-over-year growth with coverage spanning 98% of the TV publisher ecosystem. The company serves 11 agency groups and more than 1,000 advertisers, positioning it as a significant player in the evolving measurement landscape. These scale metrics indicate widespread adoption of alternative measurement technologies across the advertising industry.

The partnership timing coincides with increasing advertiser demands for cross-platform measurement capabilities. Global TV ad spend is projected to reach $169.1 billion in 2025, with streaming TV advertising expected to surge by 19.3% while linear TV faces a 3.4% decline. This shift necessitates sophisticated measurement approaches that can track audience behavior across multiple viewing environments.

Clean room technology provides privacy-enhanced measurement solutions that enable data collaboration without exposing underlying information. VideoAmp's patented approach processes audience data within secure environments, allowing advertisers and publishers to extract insights while maintaining data separation between participating parties. This methodology addresses increasing privacy requirements while preserving measurement accuracy.

The multi-currency ecosystem represents a fundamental shift from traditional single-source measurement approaches. Publishers and advertisers can now choose from multiple measurement providers based on specific campaign requirements and performance metrics. This flexibility enables more precise campaign optimization and enhanced transparency in audience delivery verification.

Cross-platform activation capabilities address audience fragmentation across linear television, streaming services, and digital platforms. Modern viewers consume content across multiple devices and platforms, requiring measurement solutions that can track behavior comprehensively. VideoAmp's technology provides unified measurement across these environments, enabling accurate reach and frequency calculations.

The 2025 Upfront season represents a critical period for testing new measurement approaches. Traditional upfront negotiations rely heavily on guaranteed audience delivery metrics, making accurate measurement essential for both buyers and sellers. The VideoAmp-Warner Bros. Discovery partnership provides enhanced measurement capabilities during this crucial marketplace period.

According to industry analysis from PPC Land, measurement technology advances have become essential for navigating the complex television advertising landscape. The evolution from traditional panel-based measurement to big data approaches reflects broader industry adaptation to changing viewer behaviors and technological capabilities.

Premium content measurement across linear and digital platforms requires sophisticated analytical capabilities. Warner Bros. Discovery's extensive content portfolio spans multiple genres and viewing environments, necessitating measurement solutions that can track performance consistently across diverse programming. VideoAmp's technology provides this comprehensive measurement approach.

The partnership underscores both companies' dedication to driving innovation, flexibility and choice in the rapidly evolving media landscape. This collaboration ensures advertisers can transact with greater confidence across all platforms and formats. The agreement positions both organizations to address emerging measurement challenges while maintaining operational efficiency.

Data clean room technology represents a privacy-preserving approach to audience measurement and targeting. These secure environments enable data collaboration between multiple parties without exposing sensitive information. The technology has gained significant adoption across the advertising industry as privacy regulations have increased requirements for data protection.

VideoAmp's headquarters in Los Angeles and New York, with offices across the United States, positions the company to serve major advertising markets. The geographic distribution enables direct client service while maintaining technical infrastructure necessary for large-scale measurement operations. This positioning supports the company's growth across multiple publisher partnerships.

Currency-grade measurement solutions provide the accuracy and reliability necessary for advertising transactions. These systems must meet specific standards for data collection, processing, and reporting to serve as the basis for media buying decisions. VideoAmp's focus on currency-grade solutions addresses industry demands for transactional reliability in measurement data.

Timeline

• January 24, 2025: Nielsen announces end of legacy TV ratings, transitioning to hybrid measurement approach
• February 9, 2025: Industry report shows 72% of marketers plan to increase programmatic advertising with Connected TV emerging as dominant force
• July 9, 2025: VideoAmp expands AWS partnership for privacy-enhanced measurement solutions
• July 15, 2025: Comscore partners with HyphaMetrics for advanced CTV measurement targeting 2026/2027 upfront season
• July 24, 2025: VideoAmp and Warner Bros. Discovery announce multi-year partnership agreement

Summary

Who: VideoAmp, a leading advertising technology company, and Warner Bros. Discovery, Inc. (Nasdaq: WBD), a global media and entertainment company

What: Multi-year agreement expanding their partnership to provide currency optionality, advanced data and measurement solutions across linear, digital, and cross-platform campaigns with demographic and audience guarantees

When: Announced July 24, 2025, supporting the 2025 Upfront season and beyond

Where: Agreement covers Warner Bros. Discovery's portfolio across linear and digital/streaming platforms globally

Why: To deliver greater transparency, flexibility and actionable insights through VideoAmp's patented data clean room technology, which demonstrated 3.2x more unique targetable IDs and 14% incremental digital reach lift compared to traditional methods

Key Terms Explained

Cross-Platform Measurement The methodology of tracking audience behavior across multiple viewing platforms and devices to provide comprehensive media consumption insights. Modern television consumption spans linear TV, streaming services, mobile devices, and connected TVs, creating fragmented viewing patterns that traditional measurement approaches cannot capture accurately. Cross-platform measurement enables advertisers to understand total audience reach while avoiding double-counting viewers who engage with content across multiple platforms. This capability has become essential as viewers increasingly shift between different screens and platforms throughout their media consumption journey.

Data Clean Room Technology A privacy-preserving computing environment that allows multiple parties to collaborate on data analysis without exposing underlying sensitive information. Clean rooms enable advertisers and publishers to gain audience insights, measure campaign performance, and optimize targeting while maintaining strict data separation between participating organizations. The technology processes encrypted data within secure environments, producing aggregated insights that inform advertising decisions without compromising individual privacy. VideoAmp's patented clean room approach has demonstrated significant improvements in audience identification and campaign optimization compared to traditional data sharing methods.

Currency-Grade Measurement Measurement solutions that provide the accuracy, reliability, and industry acceptance necessary to serve as the basis for advertising transactions and media buying decisions. Currency-grade systems must meet rigorous standards for data collection methodology, statistical validity, and reporting consistency to gain widespread industry adoption. These measurements function as the foundational metrics that enable buyers and sellers to negotiate advertising deals with confidence in audience delivery guarantees. The transition toward multiple currency options represents a shift from single-source measurement monopolies to competitive measurement ecosystems.

StreamX Platform Warner Bros. Discovery's converged data-driven video project that unifies media planning, activation, and measurement across linear TV, digital, and streaming platforms. The platform addresses the operational complexity of managing advertising campaigns across multiple viewing environments by providing integrated workflow management and performance tracking. StreamX enables advertisers to execute cross-platform strategies through a single interface while maintaining detailed performance visibility across all media channels. The system represents Warner Bros. Discovery's response to advertiser demands for simplified campaign management in increasingly complex media landscapes.

Targetable IDs Unique digital identifiers that enable precise audience targeting and measurement across advertising platforms and campaigns. These identifiers allow advertisers to reach specific audience segments while tracking campaign performance and attribution at the individual level. The effectiveness of targetable IDs depends on match rates between advertiser data and publisher audience information, with higher match rates enabling more precise targeting and measurement. VideoAmp's clean room technology achieved a 200% increase in match rates, providing advertisers with significantly expanded targeting capabilities compared to traditional third-party data approaches.

Linear Television Traditional broadcast and cable television programming delivered on fixed schedules through established distribution networks. Linear TV maintains scheduled programming with predetermined advertising breaks, contrasting with on-demand streaming services that offer flexible viewing timing. Despite declining viewership trends, linear television continues representing the majority of total TV advertising revenue while serving as a benchmark for cross-platform measurement comparisons. The medium's role in comprehensive media strategies requires measurement solutions that can accurately compare linear performance with streaming and digital alternatives.

Multi-Currency Ecosystem An advertising marketplace structure where multiple measurement providers offer competing currency solutions rather than relying on a single dominant measurement standard. This approach provides advertisers and publishers with measurement options tailored to specific campaign requirements, content types, and audience segments. The ecosystem enables market competition among measurement providers, potentially driving innovation and improving measurement accuracy across the industry. Publishers can leverage multiple currencies to demonstrate value to different advertiser segments while maintaining flexibility in measurement approach selection.

Audience Guarantees Contractual commitments from media sellers to deliver specific audience segments or demographic targets to advertisers during campaign execution. These guarantees provide advertisers with delivery assurance while establishing clear performance benchmarks for campaign evaluation. Demographic guarantees focus on age, gender, and income characteristics, while audience guarantees may target behavioral or interest-based segments. The reliability of audience guarantees depends on accurate measurement systems that can verify actual delivery against promised audience specifications throughout campaign flights.

Upfront Season The annual television advertising marketplace period where networks and streaming platforms sell the majority of their commercial inventory for the upcoming programming year. During upfront negotiations, advertisers commit to spending predetermined amounts in exchange for preferred programming placement, pricing guarantees, and audience delivery promises. The 2025 Upfront represents a critical testing period for new measurement approaches as both buyers and sellers evaluate alternative currency options. The marketplace's reliance on audience delivery guarantees makes accurate measurement essential for successful upfront transactions.

Reach and Frequency Optimization Campaign planning and execution strategies designed to maximize audience reach while controlling exposure frequency across target segments. Effective optimization balances broad audience coverage with appropriate message repetition to drive campaign objectives without oversaturating audiences. Cross-platform campaigns require sophisticated optimization approaches that account for viewing behavior across multiple devices and platforms. VideoAmp's technology achieved 14% incremental digital reach lift while maintaining low overlap rates, demonstrating advanced optimization capabilities that extend campaign effectiveness beyond traditional linear television boundaries.