Warner Bros. Discovery Introduces Groundbreaking First-Party Data Platform for Enhanced Video =Warner Bros. Discovery has unveiled its cutting-edge first-party data platform, named Olli. This innovative platform will underpin the company’s pioneering Data-Driven Video offering, empowering advertisers with unparalleled capabilities to create and target campaigns across Warner Bros. Discovery’s expansive content and brands.
Derived from direct consumer relationships spanning over 100 million households and 700 million devices nationwide, Olli harnesses first-party data from active users to craft intricate audience profiles, facilitating precise targeting and campaign optimization.
Already securing partnerships with industry leaders like OMG, RPA, and Wayfair, Olli’s Data-Driven Video solution is poised for success, with IPG Mediabrands slated to commence testing in the third quarter of this year.
As the digital landscape undergoes seismic shifts, with Google’s impending cookie phase-out, Warner Bros. Discovery is strategically positioned to embrace the future of advertising. Olli integrates marketer data seamlessly with Warner Bros. Discovery’s first-party audience data, enabling unified planning across the company’s extensive portfolio, including HBO and Max, Discovery+, CNN, TNT Sports, and more.
Supported by data clean room solutions from Snowflake, Olli prioritizes privacy compliance and data security, while measurement partners like ABCS Insights and LoopMe ensure robust analytics capabilities.
At the forefront of Warner Bros. Discovery’s Data-Driven Video offering, Olli empowers advertisers to identify and engage audiences seamlessly across all platforms. With features like the ability to exclude heavy linear TV viewers early in the planning process and in-flight optimization for enhanced efficiency, Olli redefines the advertising experience.
Ryan Gould, Head of Digital Ad Sales at Warner Bros. Discovery, expressed enthusiasm for the offering’s potential, emphasizing its early success and the company’s commitment to delivering exceptional results for advertisers.
Warner Bros. Discovery joins the ranks of media conglomerates investing in first-party data infrastructure to attract advertisers, echoing initiatives from competitors like NBCUniversal and Disney. Olli’s introduction underscores the industry’s proactive stance in anticipation of a cookie-less digital advertising landscape, despite Google’s recent delay in the phase-out of web tracking in Chrome.
As Warner Bros. Discovery forges ahead with Olli, it signals not just an evolution but a revolution in targeted advertising, setting new standards for precision, efficiency, and effectiveness in the digital age.