Upfront 2015: Turner Data Cloud
Wednesday, May 13, 2015
Turner Broadcasting Launches the New Turner Data Cloud to Power the Turner Premium Marketplace
New Cross-Platform DMP to Enable Advertisers to Address Custom Audiences Across All Turner Properties
Turner Broadcasting is partnering with leading data management platforms to develop its own Turner Data Cloud (TDC), the company’s advanced data management platform (DMP) designed to power digital and linear advertising campaigns across the company’s portfolio of entertainment, news, sports and kids brands. Advertisers and their agencies can choose to transact directly and programmatically depending on their unique campaign goals and business objectives.
“We are building on our best-in-class data offerings through continued investment across all spaces that allow our brands and partners to better engage with consumers,” said Donna Speciale, president of Turner Broadcasting Ad Sales. “We are committed to driving business results for our advertising partners, and producing mechanisms that continue to allow for a data agnostic approach.”
Turner’s new Chief Data Strategist Stephano Kim added, “Turner Data Cloud will now become Turner’s central repository of data, spanning digital and linear ecosystems. This system allows our sales division to effectively bring to market powerful campaigns across all screens, and all formats. Advertisers and their agencies can now transact in any format they prefer, with any data source they choose, including their own first party data.”
Turner Data Cloud will allow advertisers the ability to harness the power of their first party data in addition to third party data to effectively engage consumers and reach the right audience across Turner – a portfolio spanning television, digital and mobile platforms that reaches approximately 75% of all Americans. With ecosystems that interact with all consumer touch points, across all of Turner’s premium content channels, Turner Data Cloud will power the company’s premium marketplace utilizing the high impact, premium reach and targeted performance the company has become known for with advertising partners.
About Turner Broadcasting System, Inc.
Turner Broadcasting Ad Sales monetizes the company’s portfolio of leading news, sports, kids and entertainment properties through advertising and brand activations. Attracting a wide-scale audience of diverse consumers, the collection includes leading media brands CNN, HLN, TBS, TNT, truTV, Cartoon Network, Boomerang, Adult Swim, Bleacher Report and Turner Sports’ high-profile coverage of the NBA, MLB, NCAA and PGA. In addition, the company has digital sales partnerships with the NBA, NASCAR, NCAA and PGA.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news; entertainment; kids and young adult; and sports media environments on television and other platforms for consumers around the world.