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Warner Bros. Discovery Aims to Help Advertisers Redirect Commercials to Best Audiences

The company, which owns boob-tube mainstays like TNT, TBS and Food Network, is launching a new data platform called “Olli” that it says will help sponsors figure out how to put commercials in front of consumers most likely to be interested — without putting the bulk of them before a less-defined mass of viewers binge-watching, say, daytime TV — and instead examine both digital and linear audiences. Many advertisers have grown concerned about how many times a consumer sees the same ad within a single viewing experience, particularly as more streaming services offer packages that cut back on the number of commercials show per hour compared with traditional TV. Others are also trying to re-orient the way they sell their inventory so that advertisers can place commercials more precisely based on data that shows when and where their most likely consumer targets watch particular pieces of content.

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