Warner Bros. Discovery has named Comscore and VideoAmp as measurement partners advertisers will be able to strike deals on at this year’s upfront, in addition to Nielsen. The two partnerships will be transactable for linear and advanced ad inventory based on Warner Bros. Discovery’s previously announced testing criteria, which other providers weren’t able to meet.
ISpot.tv, which has been part of Warner Bros. Discovery’s testing group, did not meet the media company's criteria, said Andrea Zapata, executive VP, head of ad sales, research, measurement and insights at Warner Bros. Discovery.
There were three non-negotiables in selecting these partnerships ahead of the upfront, said Zapata. Those criteria were that the provider’s data be capable of capturing cross-platform viewing, that it include granular audience segments rather than broad demos and that it be transaction ready through established integrations with platforms necessary to buying, such as Mediaocean or Strata.
VideoAmp and Comscore met all three criteria (Warner Bros. Discovery announced VideoAmp as a transactable currency earlier this year).