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Disney Advertising Sales on Wednesday announced that it plans to integrate new cross-channel measurement solutions into its clean room solution by way of a new partnership with Horizon Media and a proprietary identity graph. The changes reflect Disney Advertising’s larger vision of equipping advertisers with the tools to succeed in a privacy-centric, first-party-data-based future.
Disney expects 80% hike in automated revenue, ramps up on adtech and programmatic Details 03 March 2021
The Disney advertising sales and the technology team is now working to build what it called a “highly-advanced and data-informed audience-based ad server” that sits at the center of the Disney Platform. According to a press statement, with this single unified ad platform, advertisers can “maximise yield on their advertising spend”. Disney initially started the experiment with Disney Hulu XP, enabling advertisers to buy once and deliver to audiences across Hulu and Disney’s addressable inventory. Disney said that this allowed advertisers to buy and manage inventory programmatically across Disney properties.
Disney Spotlights Ad Tech in Bid to Court Madison Avenue
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And yet, for Madison Avenue, the tech lingo is fast becoming more important than the entertainment.
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As more consumers get their movies, dramas, comedies and even live sports and news from video delivered by broadband, big media companies are rushing to follow them and help advertisers do the same. Walt Disney Co. has unveiled a suite of new products that lets sponsors buy across TV and digital with more ease and also place their commercials with greater precision.
“This year is the year of the streaming wars,” says Lisa Valentino, executive vice president of client solutions and addressable enablement for Disney Ad Sales, in an interview. “We expect the volume against our streaming supply will only continue to grow.” The company believes that over the next five years, most of its business across linear and digital will be automated, conducted i