Warner Bros. Discovery (WBD) International has launched WBD AIM (Audience Insights and Measurement), a first-party data platform for advertisers.
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.”
You are not signed in
Only registered users can comment on this article.
Macquarie to sell Arqiva stake for £16.5m
Macquarie Asset Management has agreed to the sale of its 26.5% stake in broadcast infrastructure firm Arqiva for £16.5m.
Banijay UK beefs up in-house post operations
Banijay UK will increase its in-house post-production capabilities by launching new facilities in London, doubling capacity in Glasgow, and investing in Manchester.
Spain’s LaLiga agrees €5.25bn football rights with Telefónica and DAZN
Spanish football league LaLiga has agreed a new set of domestic media contracts for more than €5.25bn, with Telefónica and DAZN retaining rights from 2027 to 2032.
BBC remains popular but “must take a firmer grip” in crises, says Ofcom
Despite funding pressures and a rapidly changing media landscape, the BBC remains popular with audiences, with 83% of UK adults using its services weekly, according to media regulator Ofcom.
TikTok and YouTube trigger influencer boom among older audiences
Older internet users are fuelling the growth of influencer videos, according to new research from Ampere Analysis, which shows that half of 55- to 64-year-olds now watch influencer content every week.
.jpg)
