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Warner Bros. Discovery Inc. has entered the data-driven ad business by launching its first-party data platform. Amid the inrush of linear TV and rapidly growing streaming services, the company becomes the latest media firm to introduce its data platform.
Warner Bros. Discovery said on Thursday, April 25, that it is setting up a data platform to help advertisers reach their target audience in cable and digital channels. The mass media and entertainment company has named the platform the "Olli" platform.
Olli Platform for Maximizing Ad Campaigns
This data platform can help advertisers target specific demographics. Warner Bros. Discovery's Olli platform can do this through the new data-driven video service that clients can use to maximize their reach and heighten engagement.
"Leveraging first-party data from active users, Olli constructs detailed audience profiles, ensuring precise first-party targeting and enhanced campaign performance," Reuters quoted the company as saying in a statement.
Pilot Test for Olli Platform
According to The Hollywood Reporter, Warner Bros. Discovery's Olli platform will attempt to change how TV and video advertising is measured, bought, and sold. The platform will provide data solutions to marketers so they can plan, activate, and measure audience segments, including linear TV and streaming platforms like Discovery Plus. Warner Bros. Discovery will start testing the Olli platform in the third quarter of this year.
"With the introduction of Olli and Data-Driven Video, Warner Bros. Discovery offers a transformative approach to how media strategies are crafted and executed," Warner Bros. Discovery's head of digital ad sales, Ryan Gould, said in the announcement. "Our goal is to ensure that every connection between brand and audience is reached in the most efficient and effective way across our vast expanse of digital and traditional platforms."
Gould added, "We have already seen early success with this offering, and we look forward to bringing it to the wider marketplace working with marketers looking to activate advanced audience segments to achieve their advertising, sales, and marketing objectives."
Photo by: Warner Bros. Discovery Newsroom
