Warner Bros. Discovery's upfront currency partners won't include iSpot
VideoAmp and Comscore will be available for advertisers to transact on with Warner Bros. Discovery at this year’s upfront.
Kass
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).
“When it came to those three non-negotiables, the transaction capable component was where [iSpot] still has room and opportunity to grow,” said Zapata. “In order for us to steward a campaign from forecast to post and all of the non-sexy plumbing in between—that’s the stuff like nobody wants to talk about it, but you’ve got to get it done—and iSpot wasn’t quite there yet.”
ISpot is “investing in the integrations required to bring our currency products into WBD’s platforms for use across linear, streaming and advanced audiences,” a spokesperson said, noting that iSpot has “a long and successful history” of providing measurement solutions to WBD media portfolio properties and applauds “all the work being done to push forward new currencies across the industry because brands deserve to transact with trust, transparency, flexibility and choice.”
Zapata said iSpot remains part of Warner Bros. Discovery’s larger suite of measurement tools that help marketers evaluate and target advertising outside of transaction, and that it may be added to the company’s menu of currency providers in the future.
The announcement comes as many media companies test and elect new measurement partners for transactions with advertisers after Nielsen has come under heightened scrutiny over the past few years and failed to reinstate its Media Rating Council accreditation in 2022.
While some media companies announce commitments to a percentage of deals made on non-Nielsen currencies, Zapata said Warner Bros. Discovery’s goal is to provide each client with the option that most suits their needs rather than push to reach a marker.
“Who are we to be prescriptive and demanding, saying we need x, y and z to be transacted?” asked Zapata. Rather, she said advertisers have been asking for more options outside of Nielsen. Wide adoption would provide greater opportunities in targeting, minimizing duplication across digital and linear and more accurately reported reach on not just Warner Bros. Discovery, but “all of the hundred-plus networks that content is flowing across,” Zapata said, but she leaves that up to the company’s clients and buyers.
