Warner Bros. Discovery adds programmatic buying to upfront sales
Warner Bros. Discovery (WBD) is incorporating programmatic ad buying into its upfront sales process for advertisers, allowing agencies to test ad-supported streaming content programmatically across its Max and Discovery+ platforms. This initiative for the 2024-2025 upfront season aims to provide greater flexibility and data-driven insights for advertisers.
Key Takeaways
- WBD is adding programmatic ad buying to its upfront sales process.
- Agencies can test ad-supported streaming content programmatically across Max and Discovery+.
- The initiative is tied to the 2024-2025 upfront season.
- WBD is pitching the move as a way to give advertisers more flexibility and data-driven insights.
Why It Matters
WBD is making programmatic buying part of its upfront process, which gives advertisers a way to test ad-supported inventory across Max and Discovery+ through the same sales motion. That ties streaming inventory more closely to the workflow agencies already use for TV buying. For the broader streaming ad stack, it is a concrete sign that upfront planning and programmatic execution are moving closer together. The specific thing to watch is how WBD describes agency testing across Max and Discovery+ during the 2024-2025 upfront season.
Read full article at digiday.com
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