Warner Bros Discovery has tested a number of alternative currencies which should more accurately align with viewer habits, and plans to use them across its linear inventory and digital ‘advanced advertising solutions’ for the 2023/24 upfronts in the US. 

The video-centric media company discussed its plans at the Advertising Research Foundation’s AUDIENCExSCIENCE conference in New York this April.

Why it matters

Utilizing multiple currencies will allow media agencies to transact using more accountable and rigorous measurements, and reach advanced audiences, while allowing Warner Bros. Discovery to more accurately depict who views its content.

Takeaways

• The company took standardization, personification, identity...