Warner Bros. Discovery Extends Partnership with VideoAmp in Data Measurement Sector
VideoAmp, a leading provider of advanced data and measurement solutions, has expanded its partnership with Warner Bros. Discovery (WBD). This partnership will play a critical role in WBD's 2025 upfront season and beyond, supporting the media giant in planning, optimising, and executing transactions involving demographic and audience guarantees for premium content across all platforms, including streaming.
The partnership reinforces the momentum towards a more modern, more accurate, and advertiser-aligned approach to currency and measurement. VideoAmp's technology facilitates a multi-currency ecosystem, allowing stakeholders to have measurement and currency choices aligned with advertiser preferences, thus enhancing currency optionality in the marketplace.
One of the key benefits of this partnership is the use of VideoAmp's patented data clean-room technology. This technology has been shown to improve the precision of campaigns on StreamX, WBD's converged data-driven video project. The use of VideoAmp's clean room tech resulted in a 200% increase in match rates on StreamX, helping bridge the gap between identity resolution and scale. Onboarding audiences via data clean rooms (DCRs) delivered 3.2 times more unique targetable IDs compared to traditional third-party methods on StreamX, as demonstrated by WBD.
The precision and efficiency of cross-platform activation was highlighted by the results achieved with VideoAmp's clean room tech on StreamX. Campaigns measured with VideoAmp's clean room tech achieved an average 14% incremental digital reach lift for traditionally linear buyers on StreamX, while maintaining overlap reach below 2.5%.
VideoAmp contributes to the evolving industry demand for transparency, flexibility, and actionable insights by enabling a more modern and accurate measurement approach that moves beyond legacy models. WBD emphasises that VideoAmp’s tools help measure what truly works across every screen, audience, and dollar spent, offering their clients more accurate and effective tools to reach audiences and measure success. This is increasingly important as the industry gears up for new TV buying seasons that require better measurement fidelity and cross-platform insight.
VideoAmp has secured multiyear deals with AMC Networks, A+E Networks, Fox, NBCUniversal, Paramount, and TelevisaUnivision, in addition to its expanded partnership with WBD. These deals reflect the industry's increasing demand for greater transparency, flexibility, and actionable insights on multiple currencies.
In summary, VideoAmp's role with WBD extends beyond traditional measurement by supporting varied currency options, improving transparency in ad spend effectiveness, and driving flexibility and actionable insights that meet the demands of advertisers and the modern media landscape.
- The partnership between VideoAmp and Warner Bros. Discovery (WBD) involves the use of VideoAmp's patented digital clean-room technology to enhance the precision of campaigns on StreamX, WBD's converged data-driven video project.
- One significant outcome of this partnership is a 200% increase in match rates on StreamX, which bridges the gap between identity resolution and scale.
- In addition, campaigns measured with VideoAmp's clean room tech on StreamX achieved an average 14% incremental digital reach lift for traditionally linear buyers, while maintaining overlap reach below 2.5%.
- Furthermore, VideoAmp's technology facilitates a multi-currency ecosystem, providing stakeholders with measurement and currency choices aligned with advertiser preferences, thus enhancing currency optionality in the marketplace.
