Warner Bros. Discovery expands ad tech with AWS

Warner Bros. Discovery is expanding its advertising technology platform with Amazon Web Services (AWS), introducing agentic AI capabilities designed to support media planning, campaign activation, optimisation and measurement across its US linear and digital advertising inventory.

The company said the platform consolidates workflows that previously operated across separate business units into a single cloud-based system. Warner Bros. Discovery said the approach is intended to unify the buying experience for advertisers while enabling automated campaign optimisation.

AI supports advertising workflows

According to Warner Bros. Discovery, the platform includes AI agents that support planning, forecasting, real-time optimisation and campaign measurement. The company said the system is designed to improve inventory allocation across linear and digital channels while enabling advertisers to target specific brands or audience segments.

Dr. Nage Sethu, SVP, Technology - Converged Advertising and Linear Systems, Warner Bros. Discovery: "We’re embarking on the next frontier of advertising where convergence brings linear and digital together on a single platform – each retaining its own essence, yet with the fluidity to plan, package, and optimize across both — all measurable and optimizable at cloud scale with agentic, AI-native decisioning. Building with AWS has been critical to streamlining the buyer’s experience across linear and digital, powering critical layers of our data, forecasting, and next-generation agentic advertising stack."

Rollout continues through 2026

Warner Bros. Discovery said it began introducing the platform's capabilities during 2026, including AI-driven automation for commercial workflows, audience forecasting, and measurement tools. Unified media planning is scheduled for the third quarter, followed by phased introductions of order management, pricing and stewardship capabilities in the fourth quarter.

The company said the platform is built on AWS services including Amazon Bedrock, Amazon SageMaker, Amazon Simple Storage Service (Amazon S3) and Amazon Elastic Container Service (Amazon ECS). It also includes Amazon Quick, an AI assistant designed to help advertising sales teams access data and insights using natural language.

Partnership supports advertising platform

Samira Panah Bakhtiar, General Manager, Media, Entertainment, Games & Sports, Amazon Web Services: "AWS is proud to deepen our relationship with Warner Bros. Discovery at such a transformative moment in media and advertising. By combining WBD’s iconic content portfolio and rich audience signals with AWS’s cloud and agentic AI capabilities, we’re enabling a new era of intelligent, automated advertising that delivers better outcomes for brands and viewers alike."

Warner Bros. Discovery said the platform is intended to support the continued development of its advertising technology infrastructure while bringing together linear and digital advertising operations on a single cloud-based system.

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