Ad Flexibility, Contextual Targeting have Reinvented the Upfront: Warner Bros. Discovery’s Jill Steinhauser

NEW YORK – Warner Bros. Discovery is reimagining the traditional upfront by offering a flexible, cross-platform model that prioritizes cultural relevance, audience targeting and cutting-edge technology, said Jill Steinhauser, the media company’s group senior vice president of platform, monetization and partnerships.

In this interview with Beet.TV contributor David Kaplan, Steinhauser described how WBD is embracing a new era of advertising transactions. It means moving beyond fixed broadcast commitments to an “always-on” approach that blends linear and digital platforms, advanced data capabilities, and content that resonates across the cultural zeitgeist.

“What used to be just a hard, firm upfront commitment is now evolving into something more fluid,” said Steinhauser. “It’s equal parts big transactional budgets and flexibility. We’ve reached a point where it’s transaction-agnostic.”

Cultural moments

That shift is enabling brands to integrate with major cultural moments like The White Lotus and The Last of Us, giving them the lead time to build high-impact sponsorships that go beyond traditional ad placements. According to Steinhauser, WBD now negotiates not just ad slots, but full-scale content integrations and tools to help advertisers connect with audiences in new ways.

WBD’s advanced contextual targeting, powered by AI, is another major component of this transformation. The company has used AI to analyze and segment its massive content library down to individual frames, enabling advertisers to place products in hyper-relevant scenes — like a blender in a kitchen moment on HGTV.

“We’re in market with about 50 contextual segments, and that could grow to 100 this year,” Steinhauser noted. “It offsets privacy concerns with data and creates real relevance between your brand and ours.”

Warner Bros. Discovery’s media brands also include HBO Max, CNN, Food Network, TNT,  TBS, TLC and Animal Planet.

Data science and identity

At the core of this evolution is a commitment to what Steinhauser calls “the art and the science”: the art of aligning with cultural moments and the science of data targeting and identity. WBD has invested in clean room technology and fortified its data infrastructure to give agencies more control and insight, while also maintaining creative alignment.

The company is also introducing two new tools this year. Demo Direct will allow buyers to target specific demos across WBD’s entire portfolio, while Neo, a self-service ad platform, promises to automate transactions — whether guaranteed or not — and ease operational burdens.

“This year, it’s not just about showcasing content on stage,” said Steinhauser. “It’s about showcasing the tools, the flexibility and the personalization that advertisers need in a fast-changing landscape.”

With HBO Max continuing to fuel Sunday-night cultural moments and a growing suite of ad solutions, Warner Bros. Discovery is making a bold bet: the upfront isn’t just surviving — it’s evolving.