Warner Bros. Discovery has recently unveiled its first-party data solution for marketers, named “Olli.” This move comes at a time when linear TV is facing changes and streaming services are gaining popularity. With this announcement, Warner Bros. Discovery aims to revolutionize how TV and video advertising is bought, sold, and measured.
Ryan Gould, head of digital ad sales for Warner Bros. Discovery, stated that the company’s goal is to reach audiences in the most efficient way possible across digital and traditional platforms. Through this offering, marketers can activate advanced audience segments to achieve their advertising, sales, and marketing objectives with success.
Olli provides marketers with a single touchpoint where they can plan, activate, and measure advanced audience segments across various platforms like linear TV, streaming services such as Max and Discovery+, and other digital platforms. The product comprises three main components: data and identity powered by an audience graph, activation and automation for targeting and execution, and insights and measurement to showcase effectiveness and attribution.
Warner Bros. Discovery’s commitment to enhancing the advertising experience for marketers and audiences across various platforms is further underscored by the fact that IPG/Media Brands will begin testing Olli in Q3. This announcement signifies the company’s dedication to providing innovative solutions that enable brands to effectively connect with their target audiences across multiple channels.
With Olli’s introduction into the marketplace, Warner Bros. Discovery aims to transform media strategies by ensuring efficient and effective connections between brands and audiences through advanced audience segmentation capabilities.
In conclusion, Olli represents a significant leap forward in how TV
