, if youve heard enough about publishers introducing their own first-party media platforms … stop reading.. And maybe take a trip for the next year or two.
Warner Music Group (WMG) is the newest to throw its hat in the ring, with the launch on Thursday of a rebranded agency and advertisement tech service tailored specifically to brand names and musicians trying to reach their fans.
The new service is called WMX (not to be confused with the one-time Walmart Exchange ad platform, which went by the very same moniker).
On one side WMX has a profits toolkit for musicians and its music market and way of life outlets, such as Uproxx, HipHopDX and concert discovery service Songkick.
For artists, this includes product and sponsored content, along with newer services for mobile game setups or NFTs, said WMX Chief Strategy Officer Paul Josephsen. Games are a growing channel. WMG staged a big record launch on Robloxs platform last year and saw enough of an advantage to invest 10s of millions in Roblox earlier this year.
The opposite of WMX is a direct advertisement sales company that packages stock and data from across WMGs other platforms and owned-and-operated sites where artists develop inventory and WMX has the ability to establish ad sales and rev-share contracts, consisting of with YouTube, Spotify and TikTok.
” This is an umbrella over our individual publishers, and a main organization to combine that with our other pieces, like our considerable YouTube stock,” Josephsen stated.
At the center of the brand-new WMX service is an item called CONNEX, where online marketers can develop a first-party possession within the Warner platform. If a brand name reveals up with its own first-party client data, some consumers will match to WMGs identity data set, and the matched IDs can be used for measuring a project or targeting. If a brand campaign consists of sponsored content on YouTube, WMX may also gather brand-new fans or logged-in users whove engaged with the brand name through that sponsorship.
There is a catch: CONNEX data cant leave the WMX platform, Josephsen stated, which suggests brands cant construct audiences on Warner Music first-party and then export those audiences to target elsewhere.
At the center of the new WMX service is a product called CONNEX, where online marketers can develop a first-party possession within the Warner platform. If a brand name appears with its own first-party consumer information, some customers will match to WMGs identity data set, and the matched IDs can be used for targeting or determining a project. If a brand name project consists of sponsored material on YouTube, WMX might likewise collect brand-new fans or logged-in users whove engaged with the brand by means of that sponsorship.
But there is a catch: CONNEX data cant leave the WMX platform, Josephsen said, which indicates brands cant construct audiences on Warner Music first-party and after that export those audiences to target somewhere else. But the CONNEX information does integrate in size and efficiency in time and helps inform imaginative and general strategy, he said. A brand name, for instance, may see that a particular category of music or market group is reacting well to a campaign and focus more there.
It is now typical for significant media and ad platforms to have first-party information and analytics products that apply specifically to owned-and-operated media or stock they manage. Googles Ads Data Hub is a big one, but publishers like The New York Times, NBCUniversal and even merchants like Walmart or Target are following the exact same trail.
Today, WMX only includes Warner Musics own websites and inventory, but Josephsen said in the future the company prepares to introduce an audience extension item that will allow brands to target recognized or logged-in audiences programmatically across the web.
Brand names are pressing their supply-side partners to offer more information and stronger analytics, Josephsen stated. However thinking about tightened up privacy rules from tech business and federal governments, such granular data can just be utilized by big media companies that have their own audiences.
” Brands are looking for less larger and much better partners,” he said. “Were able to go into that level of specificity with them and do it at scale.”