Warner Bros. Discovery International and CNN are extending audience targeting tools in bid for more CTV share

Connected TV (CTV) ad spend is rising, but broadcasters would like it to speed up.

Warner Bros. Discovery International is rolling out a first-party data platform across its international media portfolio — including CNN, Max, discovery+ and Eurosport in Europe, the Middle East, Africa, Asia Pacific and Latin America — in a bid to tempt advertisers to increase their CTV and digital ad spend with the media firm.

According to Alex Hodge, senior director, digital ad sales and innovation at WBD UK and Ireland, the platform was intended to provide advertisers with “relevancy” in streaming environments. Brands, he said, “want to put their ads in the right environment, whether that is context or whether it’s in the right intent or the right interest for that user,” he said.

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