Introducing Olli: Warner Bros. Discovery’s Revolutionary First-Party Data Solution for Modern Marketers

Warner Bros. Discovery has recently unveiled its latest first-party data solution for marketers called “Olli.” This platform is designed to change the way TV and video advertising is purchased, sold, and measured, especially in the wake of fluctuations in linear TV and the growing popularity of streaming services. Olli offers marketers 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, head of digital ad sales at Warner Bros. Discovery, said that Olli and Data-Driven Video offer a new way to develop and execute media strategies. The goal of this initiative is to strengthen the connection between brands and their target audience by utilizing a wide range of digital and traditional platforms. Early success has already been shown with Olli, and the company is eager to expand its reach to work with marketers in leveraging advanced audience segments to achieve their advertising, sales, and marketing objectives.

Olli includes several features that help 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