Barb adds Netflix and Discovery+ to Advanced Campaign Hub

The upgrade will allow advertisers and media agencies to plan campaigns on a range of streaming services, with Amazon Prime Video and Freevee having been included since June.

Linear channels and on-demand services from Channel 4, Channel 5, ITV, Sky, UKTV and Warner Bros. Discovery are also in the hub.

Barb said it is also in “advanced conversations” with Disney about adding Disney+ to Advanced Campaign Hub.

Barb has also started the tender process for its Total Campaign Reporting Suite, with the specification to include access to both Advanced Campaign Hub and CFlight.

Advanced Campaign Hub was launched in 2020 and combines Barb’s panel data with first-party data and census-level impressions supplied by participating video-on-demand (VOD) services.

The hub seeks to complement CFlight, which provides post-campaign reporting on advertisements running across broadcasters’ linear and VOD services.

Luca Vannini, head of campaign audiences at Barb, said: “Our total campaign reporting continues to evolve in response to users’ needs, and we’re delighted these latest developments reinforce that Barb has gone beyond reporting broadcaster services only.

“Netflix has been incredibly engaged in the process for this latest update. Thanks to this active collaboration, we are also starting to display its ad-tier audiences as part of our daily-audience reporting for Barb subscribers.

“We also welcome Warner Bros. Discovery’s commitment to extend our reporting of its VOD service, Discovery+, for planning purposes.”