The agreement will see Warner Bros use VideoAmp’s data and measurement tools across linear, digital and cross-platform campaigns to support planning, optimisation and currency use cases.

The deal includes transactions for demographic and audience guarantees, with support for premium content across all linear and digital/streaming platforms.

The Warner Bros deal follows other recent VideoAmp agreements with AMC, A&E, FOX, NBCUniversal, Paramount and TelevisaUnivision.

Bryan Goski, chief revenue officer at VideoAmp, said: “Our continued collaboration with Warner Bros. Discovery reinforces the momentum toward a more modern, more accurate and advertiser-aligned approach to currency and measurement and signals the arrival of a multi-currency ecosystem where stakeholders have choices.”

David Porter, head of ad sales research, data and insights at Warner Bros Discovery, added: “VideoAmp helps us measure what actually works – across every screen, every audience, and every dollar spent – which will be more important as the industry gears up for the next TV buying season.”