Warner Bros. Discovery International launches advertiser data platform

Warner Bros Discovery said WBD AIM enables advertisers to target campaigns more precisely, across a number of markets throughout EMEA, APAC and LatAm. It applies to brands including CNN, Max, discovery+ and Eurosport.

WBD AIM gives advertisers access to first-party datasets from the WBD portfolio, ranging from registration and behaviour to intent and purchase.

The offering helps advertisers to optimise campaigns by contextual ad placements with relevance.

WBD AIM will expand across the company’s brands and franchises to include datasets from gaming, theatrical, consumer products and experiences into a single addressable solution alongside sport and entertainment.

The AIM technology was originally built and launched by CNN International Commercial in 2015. WBD AIM now launches internationally, and in the UK & Ireland brands including Adidas, British Airways and Lavazza are already using the platform to tailor their campaigns.

Mike Rich, Head of Ad Sales & Brand Partnerships, Warner Bros. Discovery Global & UK&I said: “As media consumption undergoes a profound transformation, traditional targeting strategies are evolving. This fundamental shift underscores the importance for media owners to harness the power of first-party data and audiences.

“WBD AIM allows us to navigate these complexities and tailor content and marketing efforts with precision across multiple touchpoints, as has been seen through CNN International’s use of the AIM technologies to date.”

Rob Bradley, SVP, Digital Revenue, Strategy and Operations, CNN International Commercial said: “AIM is a solution originally designed, developed and grown at CNN with demonstrated success over the last nine years. The launch of WBD AIM marks the next generation of a continually evolving platform that is now expanded across much of the WBD universe with added local expertise. It enables brands to access the unique data touch points we have across our unsurpassed portfolio. Through an enterprise level global data infrastructure, it can power impactful targeting to match client objectives and KPIs locally, regionally and globally with in-depth reporting that reveals powerful insights to drive real business decisions.”