Warner Bros Discovery Rolls Out 'AIM' First-Party Data

Media giant Warner Bros Discovery (WBD) has rolled out its AIM first-party data platform (Audience Insights and Measurement) internationally, promising better ad targeting in a number of markets throughout EMEA, APAC and LatAm, via channels including CNN, Max, discovery+ and Eurosport.

WBD AIM has been used in the US since 2015, having been developed by CNN, and is now being rolled out internationally, with clients in the UK and Ireland already making use. The tool gives access to first-party datasets from customer touchpoints across the WBD portfolio, including registration, behaviour, intent and purchase. The resulting audience segments and insights can be used for contextual ad placement and campaign optimisation. The group says the platform will be expanded to include datasets from gaming, theatrical, consumer products and experiences into a single addressable solution alongside premium sport and entertainment.

Quoted on news web site www.advanced-television.com Mike Rich, who is Head of Ad Sales & Brand Partnerships for WBD 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. With Warner Bros. Discovery's vast portfolio of brands, franchises and touchpoints... we have a unique ability to gain deep understanding of audiences across the most diversified portfolio in the industry and bring this to brands and advertisers, whilst ensuring the best possible ad experience for our consumers'.

Web site: www.wbd.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.