Warner Bros. Discovery (WBD) International has launched WBD AIM (Audience Insights and Measurement), a first-party data platform aimed at enhancing advertisers’ ability to target their campaigns.
The service, which is available across a number of markets throughout EMEA, APAC and LATAM, will enable advertisers to leverage first-party datasets to better target consumer across WBD’s key assets, including CNN, Max, Discovery+, and Eurosport. Data available will also extend to the media giant’s wider portfolio across gaming, theatrical, consumer products, and experiences.
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 at CNN International Commercial, added: “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.”
According to WBD, it will look to partner with technology providers to develop products and services that will enhance measurement capabilities, brand lift, incremental reach, and new data sources from its portfolio, all of which will be housed under WBD AIM.
