Warner Bros. Discovery is leaning heavily into programmatic transactions, with nearly half of its demand coming through automated channels.
The media company sees programmatic as a way to drive operational efficiencies, enable advertisers to match against desired users, and fill inventory during peak live events.
“We like to give programmatic the best shot possible,” says Huda Kazi, VP of Ad Technology & Operations at Warner Bros. Discovery, in this video interview with Beet.TV. “We are very much of a no gate shop. We like to be easy to work with, and what we’ve seen is the numbers have proven out our success in that.”
However, Kazi believes there is still room for the industry to evolve, particularly when it comes to enabling demand against sensitive content. Political advertising is one area where Warner Bros. Discovery faces challenges, as it strives to balance brand safety with serving relevant ads to viewers.
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