Brands hope for reach, brace for higher CPMs in tug of war over Warner Bros. Discovery
By Sam Bradley Netflix and Paramount’s competing bids for Warner Bros. Discovery (WBD) will dominate the next act of the streaming wars.
Brands and media buyers will have to pay close attention to whichever rival proposal wins out (barring unforseen other bidders). Further consolidation in the media industry will have repercussions for advertisers and the price they pay to reach a Balkanised viewing public.
“Whichever media company, if any, ultimately secures it controls the calculus of the streaming wars and so much more,” said Mike Proulx, vp and research director at Forrester. Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more
Source:: Digiday

















