Warner Bros. Discovery has recently unveiled their new first-party data solution for marketers, called “Olli.” This platform is designed to change how TV and video advertising is purchased, sold, and measured, especially with the fluctuations in linear TV and the increasing popularity of streaming services. Olli provides marketers with a single point of contact to plan, activate, and measure advanced audience segments across various platforms such as linear TV, streaming services like Max and Discovery+, and digital platforms.
Ryan Gould, the head of digital ad sales at Warner Bros. Discovery, stated that Olli and Data-Driven Video offer a new way to develop and execute media strategies. The goal of this initiative is to enhance the connection between brands and their target audience by utilizing a wide range of digital and traditional platforms. Olli has already shown early success, and the company is looking forward to expanding its reach to work with marketers in leveraging advanced audience segments to achieve their advertising, sales, and marketing goals.
Olli includes features that reallocate inventory during the planning process by shifting some resources from heavy linear TV viewers to digital and streaming platforms. This helps balance reach and frequency for better targeting and execution. The product consists of three main components: Data and identity, powered by an audience graph of 100 million households and 700 million devices; Activation and automation for improved targeting; and insights
