Disney Starts ‘Advertising Platforms’ Team, Looks To Develop Unified Ad Platform 06/18/2020

Looking to streamline all its linear, streaming, and
digital advertising technology, Walt Disney’s Direct-to-Consumer & International Technology group has started a new global team — Advertising Platforms.

The effort
includes what the company says will be a long-term development of a “unified ad platform.”

The new group “will allow the company to focus on key areas that will
deliver value to brands in a converging linear and digital landscape,”  a company statement says. 

Jeremy Helfand, formerly vice president
and head of advertising platforms at
Hulu, will lead the new group. Advertising Platforms will work closely with Disney Advertising Sales.

In addition, the
group looks to provide ongoing support for cross-platform offerings like its new
video advertising management platform, Disney Hulu XP, which launches October
1. 

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For that new platform, “you’ll have one guarantee on the completion of video views covering all video views on any Disney platform,” Rita
Ferro, president of Disney Advertising Sales, said recently to Television News Daily. “This is new for Disney.”
 

Also, Advertising
Platforms will develop new formats that improve advertising for both viewers and brands, as well as advanced automation of advertising, the expansion of programmatic buying and selling
platforms. 

Disney says the group will look to leverage data of consumer insights in expanding addressability and attribution across media buys for marketers, and
to increased return on investment for advertising clients.

 


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