We sat down with Michele Resnick, VP of Campaign Effectiveness at Warner Bros. Discovery. With decades of experience in measurement and media effectiveness, Resnick shared how her work spans the full marketing funnel—connecting upper-funnel brand outcomes like awareness and favorability to lower-funnel performance metrics and business results.
In the conversation, Resnick also spoke to the industry’s growing complexity, particularly around fragmentation and the increasing importance of outcomes. She described fragmentation as both a challenge and an opportunity, driven by inconsistent identifiers on one hand and an explosion of data signals on the other. At WBD, she highlighted efforts like data clean rooms, privacy-safe collaboration tools, and converged ad products such as Moments Targeting and Stream Next as key ways the company is unifying signals and enabling more precise, real-time decision-making for advertisers.
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When you think about fragmentation and the assets that you own, how are you defining both the challenges and opportunities in the current state of fragmentation?
Michele Resnick: Fragmentation is both the biggest challenge and the biggest opportunity. On one hand, there are inconsistent identifiers and measurement approaches that are not standardized. On the other hand, we are seeing more data signals than ever before—we just need to figure out how to unify them.
At WBD, we are addressing that in several ways. We are deduplicating reach and frequency across our platforms, enabling data clean rooms with our partners, and using privacy-safe data collaboration tools that allow us to connect exposures to outcomes in meaningful ways.
We also have a suite of custom ad products designed to address fragmentation directly. From contextual moments to StreamX, our converged offering for clients, these solutions create relevance across the entire WBD portfolio through technology. Essentially, we are taking what could be a fragmented audience and hand-picking contextual moments and audiences for advertisers. That is our direct approach to combating fragmentation.
If this is the year of anything, it feels like the year of outcomes. But what does that actually mean? How do you think about leveraging data to prove the value of your assets through outcomes?
Michele Resnick: First of all, I completely agree—this is the era of outcomes. At the end of the day, outcomes are what matter to advertisers. Outcomes can mean many different things: awareness, lower-funnel sales, conversions—it all depends on how the advertiser defines success.
We are excited to be partnering with iSpot to help scale outcomes measurement across campaigns. We are tracking directional signals, measuring impact over time, and making that data actionable. Measurement only becomes valuable when it leads to action. It helps us plan, optimize, and ultimately make smarter decisions.
How are you integrating with Outcomes at Scale to help make real-time moves on behalf of advertisers?
Michele Resnick: One of the great things about iSpot Outcomes at Scale is that we can analyze week-over-week performance by linear daypart, by network, and see how digital contributes to overall performance.
By looking at that data over time, we can identify which levers and creative executions are driving results. Everything ties back to the media plan, and those insights give us the ability to optimize campaigns based on performance.
Do you have a measurement moment you could share with us?
Michele Resnick: I actually have a series of moments rather than one specific example. Looking back across my career and the time I have spent in measurement, what stands out most is the growing influence of outcomes in decision-making.
It has been remarkable to see how critical measurement has become at every stage of the sales process—from the early RFP phase through renewal conversations. Watching outcomes come to life and directly inform business decisions has been incredibly impactful.