Warner Bros. Discovery Sports and CNN International create marketplace for sports and political ad dollars


Sometimes, what’s old is new again. Warner Bros. Discovery seems to think so, as it has turned to programmatic guaranteed in its latest attempt to capture more ad dollars.

These types of deals form the backbone of a new marketplace called WBD Connect, which consolidates ad inventory across CNN International Commercial (CNNIC) and WBD Sports Europe.

Advertisers see these deals as a reliable way to reach audiences across multiple publishers, including CNN, Eurosport, Bleacher Report and NBA.com, in a single campaign at a fixed rate. Publishers also prefer programmatic guaranteed deals over other programmatic methods, but because the reserved inventory helps them to forecast their ad revenue more accurately.

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