Warner Bros. Discovery Launches Global Ad Targeting Platform, WBD AIM

Warner Bros. Discovery (WBD) International has launched WBD AIM (Audience Insights and Measurement), a cutting-edge first-party data platform designed to enhance advertisers' ability to precisely target campaigns across EMEA, APAC, and LatAm. Leveraging WBD’s most engaged assets, including CNN, Max, discovery+, and Eurosport, WBD AIM is set to revolutionize audience targeting by tapping into an extensive library of first-party datasets.

The platform provides advertisers with unparalleled access to registration, behavior, intent, and purchase data, enabling them to create highly contextual ad placements that resonate with audiences, leading to optimized campaign performance and improved ROI. This is increasingly vital as audiences become more selective with their attention in an information-saturated environment.

WBD AIM’s capabilities will extend across Warner Bros. Discovery’s expansive portfolio, integrating datasets from gaming, theatrical releases, consumer products, and experiences into a cohesive, addressable solution alongside premium sports and entertainment content.

Originally developed by CNN International Commercial in 2015, the AIM technology has proven successful for global clients over the past nine years. With its international rollout, WBD AIM is now being utilized by brands such as Adidas, British Airways, and Lavazza in the UK & Ireland to fine-tune their summer campaigns.

Mike Rich, Head of Ad Sales & Brand Partnerships at Warner Bros. Discovery Global & UK&I, highlighted the importance of this platform, stating, “As media consumption undergoes a profound transformation, traditional targeting strategies are evolving. WBD AIM allows us to navigate these complexities and tailor content and marketing efforts with precision across multiple touchpoints.”

Rob Bradley, SVP of Digital Revenue, Strategy, and Operations at CNN International Commercial, added, “The launch of WBD AIM marks the next generation of an evolving platform. It empowers brands to harness unique data touchpoints across our diverse portfolio, driving impactful targeting to meet client objectives globally.”