- Best case: potentially better understanding of cross-channel performance within these networks.
- Worst case: WBD properties turn into the same black box Netflix operates in today.
Netflix is tough from an advertiser's perspective, because the amount of data it's willing to share back with advertisers is less than other partners share. I've seen brands refuse to spend ad dollars on Netflix because they simply can't get a read on performance the way they can with other networks.
So what does this mean going forward?
If Netflix keeps WBD in the same closed ecosystem, advertisers lose. The market needs more transparency in CTV, not less.
If Netflix opens the doors even slightly, with more logs, more integrations and more cross-channel visibility, it could be a turning point for how premium streaming gets measured.
Either way, it puts pressure on the entire ecosystem. The winners will be the platforms that provide real measurement, not just impressions.
And a reminder: you can absolutely measure TV performance. It's a huge growth channel for the brands that have figured it out.