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25 May 2023
Warner Bros Discovery in multicurrency tests ahead of upfronts
TV & Connected TV planning & buyingMedia research theories & ideasStrategy
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.