MUMBAI: Turner Broadcasting is partnering with 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. We are committed to driving business results for our advertising partners, and producing mechanisms that continue to allow for a data agnostic approach,” said Turner Broadcasting Ad Sales president Donna Speciale.

Turner 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 reach approximately 75 per cent 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.