The news: VideoAmp has extended its partnership with Warner Bros. Discovery (WBD) through a multi-year agreement aimed at supporting ad currency flexibility.

• WBD will use VideoAmp’s measurement capabilities across digital, linear, and cross-platform campaigns during the 2025 Upfronts and beyond.
• The deal reinforces WBD’s “measurement agnostic” position, enabling advertiser guarantees on demo and audience segments across its full content slate.

Why it matters:

• Accurate, flexible measurement is top of mind. Nearly half (47%) of US brand and agency marketers named attribution and measurement their top investment priority for 2025, per October 2024 data from InMarket.
• Globally, 71% of marketers see advanced analytics and measurement as a key opportunity area, according to Digiday. That’s second only to improved testing and iteration (74%).
• In connected TV (CTV), 86% of advertisers ranked reach and frequency reporting as important, with 85% citing brand lift and 84% pointing to sales lift, per April 2024 data from Advertiser Perceptions.
• VideoAmp’s continued alignment with WBD—and peers like NBCUniversal, Paramount, and TelevisaUnivision—signals that measurement optionality is becoming table stakes in a multi-currency ad environment.

Our take:

• Measurement used to be a back-end detail; now it’s a competitive differentiator. VideoAmp’s push toward alternative currencies taps into growing demand for precision across fragmented screens.
• Marketers clearly want both accuracy and agility. Data shows they’re prioritizing performance-driven tools over legacy measurement—especially in CTV and omnichannel video.
• This partnership also comes amid major leadership changes at VideoAmp, including the appointment of Peter Liguori as CEO. It’s a timely move to project stability as the company eyes further adoption ahead of the 2025-2026 broadcast season.
• The broader signal? Currency innovation is no longer experimental—it’s essential. As CTV continues to mature and buyers seek clearer ROI, companies like VideoAmp are positioning themselves as indispensable partners.