Warner Bros Discovery Launches Ad Platform 'Olli'

Warner Bros. Discovery has unveiled a new innovative first-party data platform designed to provide advertisers with advanced solutions.

Dubbed "Olli," the platform aims to empower marketers with insights and tools to enhance campaign planning, activation, and measurement across its extensive portfolio of premium content and brands.

By leveraging a fusion of data, audience intelligence, and ad tech solutions, Olli enables seamless integration of first-party data to identify and engage target audiences with precision.

Olli's Notable Features

Olli offers a comprehensive suite of features to streamline the advertising process and maximize campaign effectiveness.

One of its standout features is its Data-Driven Video offering, which allows for the identification of audiences across various endpoints, ensuring optimal reach and engagement while minimizing inefficiencies.

We're thrilled to announce the launch of Olli, our new first-party data platform powering the next generation of advanced advertising solutions our partners. Check out the full press release here: https://t.co/q50pv1hCJS

— Warner Bros. Discovery Ad Sales (@WBDAdSales) April 25, 2024

"With the introduction of Olli and Data-Driven Video, Warner Bros. Discovery offers a transformative approach to how media strategies are crafted and executed," Ryan Gould, head of digital ad sales at Warner Bros. Discovery, shared in a press release.

Through partnerships with leading agencies like OMG, RPA, and Wayfair, Warner Bros. Discovery ensures cutting-edge solutions with the potential to drive meaningful results for advertisers.

How Olli Guides Clients Through Their Media Strategy

Leveraging its vast trove of first-party data from over 100 million households and 700 million devices across the U.S., the tool offers deep insights into user behaviors and preferences, facilitating more effective audience identification and strategy development.

Olli's capabilities extend across three key pillars:

• Data and identity
• Activation and automation
• Insights and measurement

The platform prioritizes privacy compliance and data security, leveraging Data Clean Room solutions from Snowflake to enhance privacy and data security in today's digital advertising landscape.

Planned integrations with measurement partners like ABCS Insights and LoopMe promise insights "more accurate and actionable for partners than ever before."

"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 platforms,” shared Gould. 

IPG/Media Brands will start testing the new platform in the third quarter of this year. 

"We've 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 objectives," Gould concluded.

READ NEXT: ESPN, Fox, WBD Plan New Streaming Platform

Editing by Katherine 'Makkie' Maclang