In recent years, Discovery has given advertisers audience targeting capabilities on linear through its Discovery Engage advanced advertising offering. Now the company has created a new product that will extend that targeting into digital platforms.
With OneGraph, Discovery will unify audiences across all of its linear and digital platforms. The new product will be available for the first time in this year’s upfront.
Until now, Discovery Engage had been focused on optimizing audiences on linear only. OneGraph—which is powered by LiveRamp’s data connectivity platform—extends those capabilities to digital, connecting identities across linear viewing, VOD, streaming, desktop, mobile and connected devices.
Together, the offerings will give marketers one platform to reach and analyze viewers—activating more than 50 unique data segments from Discovery, as well as third-party segments—across all platforms, including data-driven linear, linear addressable and Discovery’s Go apps.