April 25 (Reuters) - Warner Bros Discovery ( WBD ) is

launching a data platform that would help advertisers better

reach their target audience across both cable and digital

channels, it said on Thursday.

The Olli platform will help advertisers target particular

demographics with a new service called data-driven video, as

clients look to maximize reach and deepen engagement.

The media brands of advertising group Interpublic Group of

Companies ( IPG ) will begin testing the platform in the

third-quarter of this year, Warner Bros Discovery ( WBD ) said.

"Leveraging first-party data from active users, Olli

constructs detailed audience profiles, ensuring precise

first-party targeting and enhanced campaign performance," it

said in a statement.