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# WBD-Paramount deal closes, but the real gap is measuring sponsorship ROI
- URL: https://www.medianexis.com/wbd-paramount-deal-closes-but-the-real-gap-is-measuring-sponsorship-roi/
- Published: 2026-09-23T23:57:50.000Z
- Updated: 2026-09-23T23:57:50.000Z
- Description: TVREV’s Emanuele Landi reports that as Paramount-Warner Bros.
- Author: The Signals Desk
- Tags: Measurement, Emanuele Landi, WBD-Paramount merger feudal advertising analysis

**Why it matters.** Brands that keep renting IP without building measurement discipline will struggle to justify sponsorship budgets once optimism cools.

*Signal from* [*TVREV*](https://tvrev.com/?ref=medianexis.com) *·* [*Emanuele Landi*](https://www.medianexis.com/tag/by-emanuele-landi/) *·* [*read the original*](https://www.tvrev.com/news/welcome-to-feudal-advertising-what-the-wbd-paramount-merger-teaches-brands?ref=medianexis.com)*.*