• by Wayne Friedman , May 11, 2023

With an upfront presentation and the upfront market a week away, Warner Bros. Discovery U.S. Ad Sales has added new measurement partners.

The list includes 605, ABCS Insights, DISQO, EDO, LoopMe and Pilotly --  to add “greater attribution and efficacy of advertising campaigns” to work on cross-platform and advanced audience deals.

For “awareness” -- so called “upper-funnel metrics” -- Warner Bros. Discovery touts ABCS Insights, DISQO, and LoopMe.

For mid-funnel elements such as “consideration” -- the company says 605, EDO, ABCS Insights, and DISQO can provide important insights. For bottom-of-the-funnel considerations that drive actual sales, it believes 605 and ABCS Insights can do that work.

Warner Bros. Discovery is also working with Pilotly on messaging and ad format testing, where it can measure viewer sentiment and in-video question sets for “in the moment” viewing analysis.

Back in March, the company said it would work with Comscore and VideoAmp to its measurement roster in working with upcoming upfront deal-making.

Recently the company has made progress in stabilized its highly scrutinized streaming businesses -- which for many companies, including WBD, have incurred billions of dollars in losses.

Although WBD announced a net loss of $1.1 billion for the first quarter of 2023, its streaming segment managed a eke out net profit of $50 million.