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Tuesday, May 28, 2024

Warner Bros. Discovery Embraces Unified ID 2.0 Viewer ID Across Brands

Warner Bros. Discovery has announced its intention to integrate Unified ID 2.0 (UID2) across its premium entertainment, sports, news and lifestyle brands within its suite of digital platforms, including Max and discovery+. Warner Bros. Discovery says it further commits the company to providing a unique value proposition, hosting distinctive solutions to meet the needs of viewers with greater reach and scale.

Jim Keller, Executive Vice President of Digital Advertising Sales and Advanced Advertising at Warner Bros. Discovery, said, “At Warner Bros. Discovery, we prioritise combining the best TV content available with ad experiences that match the quality of our programming. Offering new capabilities such as Unified ID 2.0 within our inventory means that our advertisers will be able to leverage their first-party data to target the audiences they want. We look forward to continuing to deliver these new capabilities on behalf of our clients across our wide portfolio of properties.”

Developed by global advertising technology leader The Trade Desk, UID2 is an industry-backed identity solution that aims to enable greater personalisation in a privacy-conscious manner, whilst maintaining the value exchange of relevant advertising.

“Across the open internet, we are looking for more effective ways to connect with a consumer who is using multiple devices, apps and more in an effort to serve a consistent and relevant ad experience through tools like Unified ID 2.0,” said Will Doherty, VP of Inventory Development, The Trade Desk. “We welcome Warner Bros. Discovery and their incredible offering of TV content to the growing number of companies who are changing the way advertising is bought and sold through Unified ID 2.0.”


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