Data Aggregation Enables Fluid Cross-Platform Audience Buying Beet.TV [Video]

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.

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 …