The deal will see VideoAmp’s data and measurement capabilities used across Warner Bros’ sports, news, lifestyle and entertainment brands.

Warner Bros said it hoped the platform would better represent its audiences to advertisers across linear, streaming video and large digital and social media services through a unified, cross-platform currency.

VideoAmp will provide a full measurement suite to Warner Bros. Discovery across the company’s networks and streaming properties.

VideoAmp is an advertising measurement, planning and optimisation platform that automates advertising workflows, deduplicates audiences across traditional TV, streaming video, digital media and walled gardens, and connects media exposures to an advertiser’s sales.

Ross McCray, chief executive and founder at VideoAmp, said: “We are excited Warner Bros. Discovery is creating a more sophisticated marketplace and we’re looking forward to unlocking value for them and the industry as a whole.”

Andrea Zapata, executive vice-president, head of ad sales research, measurement and insights at Warner Bros. Discovery, said: “Traditional media measurement has not kept pace with how consumers are engaging with streaming and linear content.

“As a result, these audiences have been undercounted and current measures no longer accurately reflect their true advertising value.

“We are gaining momentum as we act on our goals to offer best in class measurement capabilities and provide greater visibility into the return on ad spend across our award-winning IP.”