VideoAmp Announced as a Currency Partner by WBD
Warner Bros. Discovery has announced it will offer VideoAmp as a currency for advertisers across its linear inventory and data-driven advanced advertising solutions for the 2023-2024 Upfront season.
VideoAmp is now the only new currency provider that supports Warner Bros. Discovery, Paramount, FOX Networks, NBCU, and TelevisaUnivision with even more to come. Meaning VideoAmp is able to support ~80% of linear impressions in market.
VideoAmp will be used to unlock and showcase incremental value for advertisers buying WBD inventory. According to Andrea Zapata, WBD’s EVP, Head of Ad Sales Research, Measurement and Insights:
“Optionality has always been a key part of our approach to measurement and currency, and we are excited to operationalize against multiple currencies at scale and unlock more value for our partners this Upfront season. We have full confidence in Comscore and VideoAmp to help us execute our vision around currency, and we’re excited to leverage these innovative and effective solutions as we as an industry move away from a single-source currency.”
In January of 2023, Warner Bros. Discovery kicked off a test-and-learn for evaluating third-party measurement providers. Coming out of that testing phase, VideoAmp was one of only two providers selected as currency. The assessment thoroughly reviewed potential partners across five key areas: methodology, reporting, activation, stewardship and campaign findings. WBD put a white paper together outlining the testing phase and how they came to the conclusion that VideoAmp was a best-in-class option. Check out the white paper here.
VideoAmp’s platform provides real-time reporting and insights that help advertisers understand the effectiveness of their campaigns across different channels and devices. This includes detailed reporting on key metrics such as impressions, clicks, conversions, and ROI, which are used to evaluate the performance of a campaign and make data-driven decisions to optimize future campaigns. Overall, VideoAmp’s platform helps advertisers navigate the complex currency systems used in advertising and optimize their campaigns to achieve their specific business goals.
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