• by Wayne Friedman , May 17, 2023

Warner Bros. Discovery is starting up an in-house programmatic and direct deal making platform called WBD Stream -- which will enable marketers to access all digital video inventory from all its networks and platforms.

The company says this will enable advertisers to “maximize reach while driving impact across multiple screens and devices.”

Advertisers can start media campaigns via its programmatic marketplace (PMP) on mobile, desktop, and connected television (CTV) -- reaching 110 million users each month.

Jim Keller, executive vice president of digital ad sales and advanced advertising, Warner Bros. Discovery, said in a release: “This offering pairs well for partners advertising across our premium streaming services Max and discovery+.”

The company notes that WBD Stream will be sold separately from advertising for Max and discovery+. Max is the new brand version of its streaming service HBO Max, which will start up May 23.

For improved targeting, the company says, marketers can use Warner Bros. Discovery’s 140 audience segments for all its sports, lifestyle, entertainment, news platforms, such as Bleacher Report, Food Network, TNT, Animal Planet, ID and HGTV.

This story has been updated.