Measurement company VideoAmp and Warner Bros. Discovery are expanding their partnership—for good measure.
Today, VideoAmp and WBD announced a multi-year agreement to build on their existing relationship and continue delivering currency optionality to the ad marketplace.
Per the agreement, WBD will utilize VideoAmp’s advanced data measurement solutions across linear, digital, and cross-platform campaigns to support planning, optimization, and currency use for the “2025 upfront season and beyond.” According to the companies, this includes demo and audience guarantees, with support for premium content across all platforms.
“VideoAmp has been at the forefront of helping the industry evolve beyond legacy measurement models,” Bryan Goski, CRO, VideoAmp, said in a statement. “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.”
In addition to WBD, VideoAmp notes that the deal adds to its list of multi-year partnerships, which include publishers such as NBCUniversal, Paramount, and TelevisaUnivision.
For its part, WBD previously told ADWEEK that it operates as “measurement agnostic,” meeting clients at whatever currency they prefer to transact in.
“At WBD, we are committed to offering our clients more accurate, effective tools to reach their audiences and measure success,” David Porter, head of ad sales research, data, and insights, said in a statement. “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 partnership news comes around a week after VideoAmp went through several leadership changes. The company recently named former executive chairman Peter Liguori as chief executive officer. Meanwhile, Pete Bradbury, VideoAmp’s chief commercial and growth officer and a former senior Nielsen executive, exited the company.
VideoAmp was also recently certified as a currency of record by the Joint Industry Committee ahead of the 2025-2026 broadcast TV season.