Warner Bros. Discovery Plans To Use Alt. TV Currencies In 2023 Upfronts

Less than a year after its formation, Warner Bros. Discovery plans to trade TV ads in the upcoming sales season using non-traditional currency systems. “Alternative” currencies have been a hot topic over the last year as Nielsen faced measurement challenges and as broadcasters and ad buyers heeded the growth in multi-platform viewing. In this video […]

 
 

Warner Bros. Discovery Preps New Multi-Screen Measurement Tests

SANTA MONICA, Calif. — When WarnerMedia picked iSpot.TV, VideoAmp and Comscore to provide its future cross-platform TV measurement, it lit the touch paper on the “alt currency” wave. Now it is unpacking its learnings and readying for the next phase in its future TV measurement agenda. In this video interview with Beet.TV, Andrea Zapata, EVP, […]

 
 

WarnerMedia Picks iSpot.TV, VideoAmp, Comscore For Cross-Screen TV Measurement

Amid a tumultuous period in which its owner AT&T agreed to spin it out into a merger with Discovery, WarnerMedia has set itself up to count its audiences across platforms, by announcing the winners of a beauty contest. WarnerMedia has picked Comscore, iSpot.TV and VideoAmp from a field of up to around a dozen hopefuls […]

 
 

WarnerMedia Issues RFI for Audience Measurement Amid Shift in Viewer Habits

WarnerMedia is seeking a variety of new audience measurement solutions as people’s viewing habits change rapidly with the growth in streaming video. The company, which is being spun off from AT&T to merge with Discovery, sent out a request for information (RFI) from 10 to 15 measurement providers and will narrow the list of finalists […]

 
 

Full Throttle For Addressable: Hulu, DISH & Comcast Execs’ Panel Debate

Major TV platforms are intent on selling ads targeted at individual households. They just would like to see a few industrial changes in order to fully realize that dream. In a panel discussion at Beet Retreat in the City, “We’re Going Local!”, three TV platform representatives discussed their take on “addressable” TV. Ahead of next […]

 
 

Comcast Has Pivoted To First-Party Viewing Data: Zapata

What is the future of TV advertising? Offering more platforms, serving more points in the marketing funnel and using more in-house customer and measurement data. That is the takeaway from a leading soothsayer at one of the US’ leading broadcast companies. In the last couple of years, Comcast has built a significant technology portfolio and […]

 
 

Going Deep at the #BeetRetreat 8.7: Comcast Spotlight Goes Down The Funnel For TV Attribution With TVSquared

A little over a year ago, Comcast Spotlight decided to assemble a measurement team to prove that linear television works beyond just upper-funnel performance metrics. The ad sales division partnered with TVSquared on a mission that is intended to extend to VOD and IP-delivered TV. “We absolutely know that we have to get beyond the […]

 
 

Comcast’s Zapata: Data-Driven Outperforms Constricted TV Buys

Advertisers need to open up a bit on the way they’ve been buying television so as to best maximize their campaigns, says Comcast Spotlight’s Andrea Zapata. “For us what we’ve learned is that our clients are traditionally buying us still in ways that they’ve been doing for years,” says the VP of Research & Insights […]