WarnerMedia exploring alternative to Nielsen measurement tech

WarnerMedia has announced plans to launch a measurement alternative to Nielsen in 2022.

Speaking in an interview with Variety, the company’s head of data, research and insights Andrea Zapata said that WarnerMedia is in talks with 10-15 measurement vendors and that it plans to work with media buying agencies to test potential options in Q1 2022.

Source: WarnerMedia exploring alternative to Nielsen measurement tech