LAS VEGAS — Warner Bros. Discovery has been investing heavily in data aggregation to enable advertisers to buy audiences seamlessly across its linear and digital properties.
The approach is helping to surface new audiences and reduce the complexity of managing them separately across different platforms.
“We’ve put a lot of investment and resourcing around our ID spine that covers the breadth of the WBD portfolio,” said Jill Steinhauser, SVP of Revenue Strategy & Operations at Warner Bros. Discovery, in this video interview with Beet.TV.
Enhancing the advertising experience
TV companies like WBD have, in recent years, been racing to offer ad buyers new channels and buying capabilities.
New tools and practices are helping to break down the silos in cross-platform measurement. Ad buyers are becoming more flexible in testing new methodologies instead of holding firm to old ways of buying.
“WBD works with some of the best, biggest measurement partners in the business,” Steinhauser said. “And we’re always open to testing, learning, trying, and then leaning on our great relationship with FreeWheel for support and execution.”
Addressing transparency needs
Transparency is a key priority for advertisers, but the asks can vary significantly.
“We want to be very particular and precious about what we let out the door to our buyers,” Steinhauser said. “FreeWheel helps us do that in a safe and responsible way.”
For her distribution partners and leaning in heavily with them to surface the right signals to deliver ads across screens is a key component to making ad delivery go better in the future.
“The more our partners lean in with us throughout conversations, relationships on passing those data signals and allowing for FreeWheel to execute on the back end is what’s going to help further and further,” Steinhauser said.
You’re watching “Bringing Simplicity to TV Advertising, a Beet.TV Leadership Series at CES 2025 presented by FreeWheel” For more videos from this series, please visit this page.
