Warner Bros. Discovery's Upfront Was All About Performance | AdExchanger

"WBD is joining an initiative led by the data and identity platform OpenAP. The initiative aims to help advertisers connect outcomes data to their own first-party data for video campaigns through a standardized conversion API (CAPI). The CAPI will include data from other TV publishers such as NBCUniversal, Fox, Paramount, AMC, A+E and Scripps."

"WBD unveiled a new measurement dashboard live on stage during its upfront presentation on Wednesday. The aim is to speed up reporting so buyers can optimize campaigns while they're still in flight, rather than analyzing them retroactively. Like just about every other streaming media company these days, WBD says outcomes-based measurement is already a business priority."

"When it comes to WBD's attribution dashboard, buyers can link their campaign data across linear, streaming and digital media directly to outcomes such as brand lift, site engagement and sales conversions. "By providing more immediate visibility into performance trends," Porter said, advertisers improve their odds of driving outcomes."

"WBD declined to name which data sources are available in its new dashboard, called Always-On Measurement & Attribution Dashboard. But a WBD spokesperson told AdExchanger that "we are measuring full-funnel at launch with many of our partners, and we aspire to eventually have all our partners participate." Measurement and attribution providers that WBD works with include VideoAmp, EDO, LoopMe and DISQO, to name a few."

WBD is joining an initiative led by OpenAP to help advertisers connect outcomes data to their own first-party data for video campaigns using a standardized conversion API. The conversion API will include data from other TV publishers such as NBCUniversal, Fox, Paramount, AMC, A+E, and Scripps. WBD also unveiled an Always-On Measurement & Attribution Dashboard during its upfront presentation to speed up reporting and enable campaign optimization while campaigns are still running. The dashboard allows buyers to link campaign data across linear, streaming, and digital media to outcomes including brand lift, site engagement, and sales conversions. WBD measures full-funnel at launch with multiple partners and aims to expand partner participation over time, working with providers including VideoAmp, EDO, LoopMe, and DISQO.

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