TV Upfronts

WBD Reveals First-Party Data Platform to Unify Buying Across Its Portfolio

Initial partners include IPG Mediabrands, OMG, RPA, Wayfair 

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Warner Bros. Discovery is continuing to lean in on data ahead of the TV upfront.

Top line

WBD announced Thursday that it is launching Olli, a first-party data platform that utilizes data, audience intelligence and adtech solutions to create seamless campaign planning, activation and measurement across the company’s portfolio.

In addition, the new first-party data platform will power WBD’s converged Data-Driven Video offering.

Between the lines

With the announcement, WBD is looking to allow brands to leverage its entire portfolio—including HBO and Max, Discovery+, CNN, TNT Sports, Bleacher Report, Food Network, HGTV, OWN: Oprah Winfrey Network and more—with a unified buying solution.




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