Warner Bros. Discovery launches new platform for advertisers

Warner Bros. Discovery launched a new platform to help advertisers with better ad-targeting.

The platform, Olli, is the company’s proprietary first-party data platform for its advertising partners.

The platform aims to allow advertisers to plan, activate and measure ad campaigns across WBD’s content library.

The offering aims to simplify media planning and deliver audience solutions. Olli will identify audiences by gathering first-party data through through its direct consumers and users.

Olli will leverage the user bases that that consume content from WBD’s portfolio of brands, including HBO and Max, discovery+, CNN, TNT Sports, Bleacher Report, Food Network, HGTV, OWN: Oprah Winfrey Network.

WBD has already partnered with media agencies such as MG, RPA and Wayfair among others to provide them with data-driven video solutions. IPG Mediabrands will begin testing 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,”said Ryan Gould, Head of Digital Ad Sales, Warner Bros. Discovery.

“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,”

“We’ve 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.”