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# WBD white paper finds wide variance across CTV measurement providers
- URL: https://www.medianexis.com/wbd-white-paper-finds-wide-variance-across-ctv-measurement-providers/
- Published: 2026-10-06T20:08:54.000Z
- Updated: 2026-10-06T20:08:54.000Z
- Description: AdExchanger’s Alyssa Boyle reports that Warner Bros. Discovery spent a year comparing five measurement vendors — VideoAmp, iSpot, Comscore, Innovid and Samba — across 50-plus campaigns and found impression counts for the same campaign nearly doubling between providers.
- Author: The Signals Desk
- Tags: Measurement, Alyssa Boyle, WBD report on measurement fundamentals

**Why it matters.** Buyers gain leverage to demand standardized impression counting and disclosure of modeling assumptions before trusting any single vendor’s reach numbers.

*Signal from* [*adexchanger.com*](https://adexchanger.com/?ref=medianexis.com) *·* [*Alyssa Boyle*](https://www.medianexis.com/tag/by-alyssa-boyle/) *·* [*read the original*](https://www.adexchanger.com/tv/new-wbd-report-makes-the-case-for-getting-the-measurement-basics-right/?ref=medianexis.com)*.*