VideoAmp, an advertising technology company, has announced an expanded multi-year agreement with Warner Bros. Discovery, Inc. (Nasdaq: WBD) to enhance advertising currency optionality and leverage advanced data and measurement solutions for linear, digital, and cross-platform campaigns.
The agreement stipulates that Warner Bros. Discovery will utilize VideoAmp’s solutions for planning, optimization, and currency use cases, including transactions for demographic (“demo”) and audience (“DDL”) guarantees. This scope covers premium content across all linear and digital/streaming platforms for the 2025 Upfront season and beyond. This collaboration with WBD represents the latest in a series of multi-year deals for VideoAmp with major publishers, including AMC, A&E, FOX, NBCUniversal, Paramount, and TelevisaUnivision, indicating a growing industry demand for transparency, flexibility, and actionable insights across multiple currencies.
Bryan Goski, Chief Revenue Officer at VideoAmp, stated, “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.”
VideoAmp’s patented data clean room technology has demonstrated improved precision for campaigns on StreamX, WBD’s converged data-driven video project which unifies media planning, activation, and measurement across linear TV, digital, and streaming platforms. A white paper published by WBD showed that onboarding audiences via data clean rooms delivered 3.2 times more unique targetable IDs compared to traditional third-party methods, representing a 200% increase in match rates. Campaigns measured with VideoAmp’s technology also achieved an average 14% incremental digital reach lift for traditionally linear buyers, while maintaining overlap reach below 2.5%.
David Porter, Head of Ad Sales Research, Data, and Insights at WBD, commented, “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.”
This collaboration reflects both companies’ dedication to fostering innovation, flexibility, and choice within the evolving media landscape, aiming to enable advertisers to transact with greater confidence across diverse platforms and formats.
