With linear television constantly evolving and streaming on the rise, Warner Bros. Discovery is the latest media company to launch a first-party data platform in an attempt to change the way TV and video advertising is bought, sold and measured.
The company on Thursday announced “Olli,” its proprietary data solution for marketers, giving them a single point of contact to plan, activate and measure advanced audience segments, including linear TV, streaming platforms like Max and Discovery+ and other digital platforms.
“With the introduction of Olli and Data-Driven Video, Warner Bros. Discovery offers a transformative approach to how media strategies are developed and executed. Our goal is to ensure that every connection between brand and audience is made in the most effective and efficient way across our vast expanse of digital and traditional platforms,” said Ryan Gould, head of digital ad sales for Warner Bros. Discovery, in a press release. . “We have already seen early success with this offering, and we look forward to bringing it to a broader market to work with marketers looking to activate advanced audience segments to achieve their advertising, sales and marketing.
Olli also reallocates inventory during the planning phase, moving some of the large linear viewers away and toward digital and streaming to help balance reach and frequency.
The product consists of three elements: Data and identity, powered by an audience graph of 100 million homes and 700 million devices; Activation and automation, to help with targeting and execution; and insights and metrics, to demonstrate effectiveness and attribution.
The company says IPG/Media Brands will begin testing in the third quarter. Olli’s announcement also comes a few weeks before the debut, with WBD scheduled to premiere May 15 at the Theater at Madison Square Garden.
