VideoAmp and Warner Bros. Discovery (WBD) have signed a multi-year agreement to deepen their collaboration in advanced data measurement and currency innovation across linear, digital, and streaming platforms. Under this expanded partnership, WBD will utilize VideoAmp’s cutting-edge data and measurement solutions to support media planning, campaign optimization, and currency use cases for the 2025 Upfront season and beyond. This includes facilitating transactions for both demographic (“demo”) and audience (“DDL”) guarantees while covering premium content across all platforms.
VideoAmp’s patented data clean room technology plays a crucial role in this collaboration, improving campaign precision within WBD’s StreamX project a converged data-driven video platform unifying planning, activation, and measurement across TV and streaming. A recent WBD white paper demonstrates data clean room onboarding delivers over three times more unique targetable IDs compared to traditional third-party methods, achieving a 200% increase in match rates. Campaigns measured using this technology also realized an average 14% incremental digital reach lift for buyers traditionally focused on linear TV, while maintaining low overlap reach below 2.5%. This highlights the technology’s ability to enhance cross-platform activation precision and efficiency.
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WBD leadership emphasizes their commitment to providing clients with more accurate and effective audience measurement tools across all screen types and ad formats. VideoAmp’s solutions enable measurement of what truly works in reaching audiences and measuring ROI, a critical capability as the media buying landscape evolves.
This deal continues VideoAmp’s growing roster of multi-year agreements with premium media companies like AMC, A&E, FOX, NBCUniversal, Paramount, and TelevisaUnivision all reflecting the industry’s demand for transparency, flexibility, and actionable insights in a multi-currency advertising ecosystem.
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In essence, the VideoAmp-Warner Bros. Discovery partnership represents a significant step toward a modernized, multi-currency advertising environment, leveraging clean room data technology to improve the accuracy, scale, and operational flexibility of cross-platform media transactions and measurement.
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