Warner Bros Discovery is adding more agentic AI features to its advertising technology stack as it works to automate parts of campaign planning, buying, forecasting, and measurement.
The company gave advertisers and agencies an early view of the strategy during its upfront presentation last month. It has now provided more detail on how the technology will be used across linear television and digital advertising.
The system is designed to bring media planning and campaign execution into one environment. It also supports measurement for advertisers buying across WBD’s US linear and digital channels.
Linear and digital workflows
IAB Tech Lab has described the TV advertising ecosystem as fragmented across several environments. These include linear TV, addressable TV, connected TV, and ad-supported streaming environments. The group has also pointed to fragmentation across device types. IAB Tech Lab said this fragmentation affects delivery, measurement, and reconciliation.
