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Currency Update: WarnerMedia Selects iSpot as Alternative Measurement Partner

iSpot is honored to share today’s news that it has been selected as an alternative measurement company by WarnerMedia, one of only three chosen after an extensive discovery process to vet alternative currencies. 

We are excited to expand our long-standing partnership with WarnerMedia to provide a unified cross-platform TV measurement solution. 

Our unique approach for measuring the reach, frequency and second-by-second attention for TV ads and programming across linear and streaming will be utilized to provide rapid verification of audience delivery and performance insights.  

This kind of transparency and modern approach to measurement will help brands easily see the business and brand impact that advertising with WarnerMedia provides, and deepen trust between buyers and sellers.

Here is some media coverage featuring perspectives from iSpot and thought leadership from Andrea Zapata, head of research, data and insights at WarnerMedia Ad Sales

“WarnerMedia has taken a big step in its efforts to create a measurement alternative to Nielsen—and for now, it’s keeping the measurement behemoth on the sidelines as it does so……. made the cut because that company “already had a reputation of being a real-time TV ad measurement and attribution platform, and they’ve been measuring CTV against linear for a while now, so deduping is part of what they’ve already done,” said Zapata
Read More in Adweek

“Replicating the current system is not innovative and doesn’t bring the industry forward,”  said Stuart Schwartzapfel, senior vice president of media partnerships at iSpot, in a statement. “Every second of advertising across platforms, and specific audience segments can and should be verified and measured along with programming,”
Read more in Variety

iSpot has been measuring advertising impressions using automatic content recognition data from smart TVs and has been able to de-duplicate across traditional linear and CTV, Zapata said. “This could be the day when we start decoupling program ratings from commercial ratings. They’re separate issues,” she said.
Read More in Broadcasting & Cable

Below are excerpts from the announcement, for the full release go here

If you are interested in learning more about how to transact using iSpot, contact

WarnerMedia Completes Alternative Measurement Partner Discovery Process

Comscore, iSpot and VideoAmp selected as measurement partners by WarnerMedia in an effort to vet alternative currencies

[New York, NY, January 6, 2021] — WarnerMedia Ad Sales today announced it has completed its preliminary discovery process for alternative measurement partners as it looks to adopt audience based currencies in conjunction with traditional panel based surveys. Comscore, and VideoAmp have been selected as the partners that can add the most value for WarnerMedia’s inventory and advertisers. 

WarnerMedia is now engaging in a test-and-learn to develop a more expansive portfolio of measurement solutions for its clients and partners. 

As the marketplace has moved more towards data-driven methods of advertising optimization, choice and diversification of measurement models is a mandate for the future. WarnerMedia has vetted and selected the shortlist of partners to test alternative measures of TV ad performance specifically for counting against audiences, while providing linear and cross platform measurement with greater efficiency.

“WarnerMedia is committing to a consultative, tailored, audience-based approach to provide advertisers with full campaign evaluation,” said Andrea Zapata, head of research, data and insights for WarnerMedia Ad Sales. “We are building the world’s most effective video advertising service and we are excited to test alternative measurement solutions to better inform media planning and buying, and ensure the full impact of an advertiser’s investment is captured.”

By creating a framework for alternative currencies, WarnerMedia is addressing the challenge marketers have with measuring audiences and advertising impact when media consumption has shifted from traditional linear television to connected television. 

“Replicating the current system is not innovative and doesn’t bring the industry forward. Every second of advertising across platforms, and specific audience segments can and should be verified and measured along with programming,” said Stuart Schwartzapfel, SVP of Media Partnerships at iSpot. “But beyond a better, faster system of quantifying audience, the technologies are now in place to measure the very real impact Warner delivers to brands. From offering attention rates to business outcomes at scale, a fresh, transparent approach helps brands invest with confidence, enables WarnerMedia to demonstrate the value it delivers and ultimately allows both to create a better experience for consumers.”

About WarnerMedia 

WarnerMedia is a leading media and entertainment company that creates and distributes premium and popular content from a diverse array of talented storytellers and journalists to global audiences through its consumer brands including: HBO, HBO Max, Warner Bros., TNT, TBS, truTV, CNN, DC Entertainment, New Line, Cartoon Network, Adult Swim, Turner Classic Movies and others. The organization also includes Xandr’s suite of advanced advertising solutions designed to help to improve advertising for brands, publishers, and consumers. WarnerMedia is part of AT&T Inc. (NYSE:T).