- Warner Bros. Discovery has launched a proprietary first-party data platform, called Olli, that may power a recent Data-Driven Video offering, enabling advertisers to more efficiently create and goal campaigns across the media company’s content and types, according to a release.
- Olli’s data is derived from direct consumer relationships from greater than 100 million households and over 700 million devices across the United States. Using first-party data from lively users, it constructs detailed audience profiles for targeting and campaign optimization.
- Warner Bros. Discovery has already lined up corporations including OMG, RPA and Wayfair as partners for Olli and its Data-Driven Video solution. IPG Mediabrands is about to begin testing within the third quarter of this 12 months.
Despite Google’s recent stay of execution for the cookie, preparations proceed for what many within the industry see an inevitable post-cookie future, with industry players continuing to move forward on possible cookie alternatives, resembling first-party data solutions. With the approach of the upfronts — during which advertisers get a preview of media corporations’ upcoming content offerings and have a probability to commit ad budget upfront — Warner Bros. Discovery has a chance to show it would be ready when the nail is put within the cookie coffin.
Olli integrates marketer data with Warner Bros. Discovery’s first-party audience data to provide unified planning across the corporate’s entire portfolio, which incorporates HBO and Max, Discovery+, CNN, TNT Sports, Bleacher Report, Food Network, HGTV and OWN: Oprah Winfrey Network. Data clean room solutions from Snowflake support privacy compliance and data security. Measurement partners include ABCS Insights and LoopMe.
As the engine behind the corporate’s Data-Driven Video offering, Olli will help advertisers discover and connect one audience across all endpoints. Other features throughout the Data-Driven Video offering include enabling clients to exclude heavy linear TV viewers early within the planning process (after which redistributing the main target to maximize reach and frequency) and in-flight optimization to reduce unneeded exposures.
“Our goal is to be certain that every connection between brand and audience is reached in probably the most efficient and effective way across our vast expanse of digital and traditional platforms,” said Ryan Gould, head of digital ad sales at Warner Bros. Discovery, in a release. “We’ve already seen early success with this offering, and we glance forward to bringing it to the broader marketplace working with marketers looking to activate advanced audience segments to achieve their promoting, sales and marketing objectives.”
With Olli, Warner Bros. Discovery joins a media conglomerate arms race around build up first-party data infrastructure as a part of efforts to attract advertisers. Competitor NBCUniversal launched NBCUnified in 2022 and has continued to construct out integrations across the first-party identity spine. Disney’s Audience Graph, also launched in 2022, is on the core of how the corporate is working to supercharge its promoting offerings and higher monetize its portfolio.
Olli’s introduction is an extra indication that the industry is moving forward with the understanding that it would eventually face a cookie-less digital promoting future. Last week, Google yet again revealed it was delaying the deprecation of the net tracker in Chrome due to “ongoing challenges related to reconciling divergent feedback from the industry, regulators, and developers.”
The setback is the third such delay for the death of the cookie. Most recently, the tech giant had said it will phase out cookies for all Chrome users within the second half of 2024, following a test for a small segment of users that began earlier this 12 months. However, concerns concerning the company’s Privacy Sandbox proposals from various industry groups have pushed back the timeline, according to the corporate.
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