TV network group Discovery Inc. has a new cross-channel advanced advertising product -- one that unifies all of Discovery's platforms and provides new audience targeting.
OneGraph, using Discovery's data, will offer marketers a platform to analyze Discovery’s 30% share of cable TV viewers across all platforms.
This includes linear data-driven and addressable linear advertising and “TV Everywhere” platforms. LiveRamp, the big advertising-technology company, is the “data connectivity” behind OneGraph.
OneGraph will work with Discovery Engage, the company's data management and analytics platform.
Discovery says Engage is different than other sell-side ad-tech platforms because it “leverages the company's access to set-top-box data, providing advertisers with a true return on investment measurement.”
Discovery has 18 U.S. networks and platforms, which it says can activate more than 50 unique segments based on data from viewers of brands including TLC, Food Network, Discovery Channel and HGTV. The company can also access over 20,000 third-party segments.
In 2019, Discovery grew U.S. advertising revenues by 13% to $4.3 billion over the year before.
Discovery closed its $14.6 billion purchase of Scripps Networks Interactive in March 2018.
The pro forma combined change in 2019 advertising revenues was a 3% increase over 2018.
Discovery's fourth-quarter 2019 U.S. ad revenues were up 1% to $1.05 billion.