Warner Bros. Discovery’s Upfront Was All About Performance

Wednesday, May 13th, 2026 – 11:08 am

Warner Bros. Discovery used its upfront stage to announce two new ad measurement efforts.

First, WBD is joining an initiative led by the data and identity platform OpenAP. The initiative aims to help advertisers connect outcomes data to their own first-party data for video campaigns through a standardized conversion API (CAPI). The CAPI will include data from other TV publishers, such as NBCUniversal, Fox, Paramount, AMC, A+E and Scripps.

Second, WBD unveiled a new measurement dashboard live onstage during its upfront presentation on Wednesday. The aim is to speed up reporting so buyers can optimize campaigns while they’re still in flight, rather than analyzing them retroactively.

Warner Bros. Discovery’s Upfront Was All About Performance | AdExchanger

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