VideoAmp and Warner Bros. Discovery (WBD) have expanded their relationship with a new three-year deal, per details shared with Marketing Dive. As part of the deal, the measurement firm will assist the media giant across linear, digital and cross-platform campaigns to support planning, optimization and currency use cases for the 2025 upfronts season when advertisers commit to large TV ad buys in advance and beyond.
“At WBD, we are committed to offering our clients more accurate, effective tools to reach their audiences and measure success,” said David Porter, head of ad sales research, data and insights at WBD. “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 deal builds momentum for VideoAmp as a viable alternative to Nielsen. VideoAmp was founded in 2014 and in recent years has emerged as a leading currency contender, especially after Nielsen’s struggles during the pandemic. The U.S. Joint Industry Committee this month reaffirmed the certification and currency-grade readiness of VideoAmp alongside Comscore and iSpot.
The new deal, which builds on an original agreement announced at the beginning of 2023, includes transactions for demographic (“demo”) and audience (“DDL”) guarantees, with support for premium content across all linear and digital platforms.
VideoAmp will be integrated into StreamX, WBD’s converged media project that unifies planning, activation and measurement across platforms. Campaigns measured with VideoAmp’s clean room technology via StreamX achieved an average 14% incremental digital reach lift for traditionally linear buyers, while keeping overlap reach below 2.5%, per data shared by WBD.
VideoAmp was forecast to guarantee $3 billion in currency by the end of 2024, representing more than 880% year-over-year growth. The company this month appointed Peter Liguori as chief executive officer. The industry veteran has served as VideoAmp’s executive chairman since 2023 and has been a member of the company’s board for five years.
