Disney Advertising held its annual Tech and Data Showcase today, revealing plans to bring some of Hulu’s ad targeting capabilities to Disney+.
When Disney+ launched its ad-supported tier last month, advertisers couldn’t target ads to specific audiences. By giving Disney+ advertisers access to Hulu’s ad targeting tools, we can learn the age, gender and geographic location of our users. This allows advertisers to create more effective ads and generate more revenue for both the agency and Disney.
In an exclusive interview with Digiday, Disney Advertising president Rita Ferro said Disney+ will be able to use Hulu’s ad targeting capabilities starting in April. By July, the full suite of tools will be available across Disney’s streaming her portfolio, including ESPN+.
“Over the past few years, we have focused on building a completely proprietary ad server for the entire Walt Disney Company. Now that we have control over how we integrate with our programmatic network, we have complete flexibility to reimagine how we sell in the future,” said Aaron. LaBage, his CTO for Disney Media & Entertainment Distribution, said: “That ad server now powers Hulu and is the hub for advertising on Disney+.”
Unlike other streaming services, Disney built its own digital advertising technology. This means Disney has more control and can focus on the delivery behavior of our advertising partners. Disney Ad Server (DAS) allows the company to use first-party data. When Netflix launched its ad-supported tier last November, he partnered with Microsoft to serve ads from its Xandr platform. This means Netflix will have to rely on third-party vendors.
Disney’s ad servers serve approximately 500 million ad impressions per day, Variety reports.
Disney’s Audience Graph, launched nearly a decade ago, provides advertisers with “three times higher match rates,” Christine Chung, director of advanced analytics and data solutions, claims at today’s showcase. bottom. The company’s first-party her segment, Disney Select, is built on her over 100,000 audience attributes taken from 235 million devices and user IDs, Chung added. I was.
At today’s Tech and Data Showcase, Disney added that it plans to automate 50% of its ad sales by 2024. Ferro told his Digiday: [ad products and services from Hulu]”
Other announcements include a premier streaming measurement deal with EDO (Entertainment Data Oracle), a TV results-driven company, which will give Disney access to EDO’s engagement metrics.
EDO Co-Founder and Chairman Edward Norton said: “Disney is a leader in defining a new era of significant transformation for our industry and he is proud to be a partner.”
Disney also announced an expanded multi-year relationship with Samba TV to measure reach and frequency across all connected devices.
