This is just WBD’s latest data and measurement move. The company also recently hired David Porter as head of ad sales research, data and insights.

Bottom line

Unified, seamless buying is the name of the game heading into the upfront.

In addition to WBD’s announcement, NBCUniversal recently announced One Platform Total Audience, which the company touts as its next step in cross-platform, audience-based advertising.

Meanwhile, Fox announced in April that AdRise, acquired as part of the Tubi deal in 2020, will now power OneFox, the company’s own cross-portfolio inventory product.