Warner Bros. Discovery Announces 'Olli,' New First-Party Data Platform Powering Converged Audience Solutions

Olli powers WBD39s new converged DataDriven Video offering which can identify one audience across all endpoints creating the most efficient and precise way to maximize reach improve engagement and mitigate waste Enhanced by VideoAmp to further increase campaign efficiency DataDriven Video allows clients to exclude heavy linear TV viewers early in the planning process and then redistributeamp160the focus to balance the target audience across WBD39s linear and digital platforms to ensure optimized reach and frequency Additional efficiencies include inflight optimizations that would further reduce unneeded exposure across the target audience This approach simplifies media planning and delivers impactful audience solutions to audiences to inform smarter investments and enhanced measurement dataWBD is currently partnering with OMG RPA and Wayfair among others on providing DataDriven Video solutions IPG Mediabrands will begin testing in the third quarter of this yearquotWith the introduction of Olli and DataDriven Video Warner Bros Discovery offers a transformative approach to how media strategies are crafted and executed 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 platformsquot said Ryan Gould Head of Digital Ad Sales Warner Bros Discovery quotWe39ve 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 objectivesquotWith Olli WBD can enhance the following pillars throughout a client39s media strategyData and Identity Olli39s comprehensive audience graph derived from direct consumer relationships from over 100 million households and 700 million devices across the US offers indepth insights into user behaviors and preferences This enables more effective audience identification leading to stronger engagement and strategy development Leveraging firstparty data from active users Olli constructs detailed audience profiles ensuring precise first party targeting and enhanced campaign performanceActivation and Automation Olli streamlines WBD ad tech processes with unified planning across the portfolio integrating marketer data with WBD39s robust firstparty audience library delivering unmatched targeting fidelity and campaign relevance with increased speed to market and cost efficiency Leveraging Data Clean Room solutions from Snowflake Olli enhances privacy compliance and data security that are crucial for today39s digital advertising environmentInsights and Measurement Olli arms WBD with actionable ad analytics and industryleading measurement strategies designed to prove efficacy and attribution throughout the consumer journey With planned fully integrated measurement partners such as ABCS Insights and LoopMe Olli provides insight and measurement that is more accurate and actionable for partners than ever beforeOlli leverages the strength of WBD39s unparalleled portfolio of brands including HBO and Max discovery CNN TNT Sports Bleacher Report Food Network HGTV OWN Oprah Winfrey Network and more to unleash the power of rich storydriven connections between brands and audiences By enabling marketers to learn more about audience interests and behaviors Olli will help advertisers identify the most impactful solutions to reach targeted audiences across all platforms to inform smarter investments and enhanced measurement dataClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Warner Bros. Discovery Announces 'Olli,' New First-Party Data Platform Powering Converged Audience Solutions

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