Disney Is Making Advancements in Advertising Technology
While live sports and entertainment have always been essential to Disney’s streaming strategy, the company has come to rely even more heavily on live content in recent months.
With Hulu now home to television’s biggest events, ESPN+ integrated into Disney+, and ESPN Flagaship on the way, Disney is also expanding its technology to meet advertiser demand.
Photo: Disney
Over the past couple of weeks, Disney has introduced two new biddable tech advances that will catalyze this new era of live streaming.
The Expansion of Inventory
The first advancement has seen Disney expand live inventory into biddable marketplaces through their proprietary Ad Server.
Photo: Hulu
Now, live content from Hulu and Disney+ is available to advertisers programmatically through biddable integrations. The launch allows advertisers to “leverage spikes in viewership and scale during pivotal live moments,” James Power, SVP of Adressable Sales, explained.
Other Improvements
Additionally, they have continued to utilize Instant Deals within Google’s demand-side platform, Display & Video 360. The automated process lets advertisers choose Disney ad inventory, apply targeting, and activate deals instantly.
Photo: Disney+
“This is a significant advancement in our ad technology,” said Amy Lehman, SVP of Ad Platforms. “Disney is not only making valuable live ad inventory available to advertisers, but also enabling automated workflows to simplify access for buyers.”
As Ad Disney continues to navigate the streaming era, backend technology advancements will be essential. These new rollouts will deliver value to advertisers and create more personalized ads and fewer disruptions for viewers.
Photo: Hulu
“Disney has a leadership position in live streaming thanks to extensive technological expertise, decades of operational experience, and sophisticated global infrastructure,” said Lehman. “Combining that with our leadership in ad technology by building a suite of products that enable personalization and interoperability allows us to meet the demands of the market to drive greater impact.”
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