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Turner consolidates international digital ad network into London-based T1

Turner International has centralised all of its digital advertising platforms under the umbrella of a London-based unit called T1.

The move will allow advertisers from 200 countries, including those in Asia-Pacific, to target specific audience segments in its news, sports and children’s digital products.

It is understood that, although the operation will be handled by a 200-strong team in the UK, the move will not affect staff based in Turner’s APAC hub, Hong Kong, and South East Asia base in Singapore.

Brands under the new platform include Bleacher Report, Cartoon Network, CNN, Boomerang, Great Big Story and football specialist COPA90, which Turner has a stake in.

Previously, international advertisers were able to organise campaigns across each individual brand separately. Under T1, Turner claims advertisers will be able to book campaigns in branded content, native and product placement, plus pre-roll and display inventory across an entire portfolio and throughout different markets.

The division will be led by Rani Raad, president of CNN International Commercial. He said “T1 is the embodiment of the ‘One Turner’ philosophy at the heart of our company as we create new ways to best serve our audiences and commercial partners.

“The creation of this division unlocks a vast premium digital portfolio in order to bring new, innovative solutions to the market. Drawing on the multi-platform strategy that has driven growth at CNNIC, we look forward to establishing ground-breaking partnerships with brands who want to be part of the new content frontiers.”

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