disney advertising has announced plans to implement some of the targeting capabilities of Hulu ads on Disney+. This has been revealed by the company during the celebration of its ‘Tech and Data Showcase’. When Disney+ introduced its ad-supported subscription tier last December, advertisers were unable to target specific audiences. Now, by giving Disney+ advertisers access to Hulu’s ad targeting tools, they can learn a user’s age, gender, and geographic location, likely helping advertisers to make ads more effective and generate more income both for advertising agencies and Disney+.
In an interview with digiday, Rita Ferro, Disney President of Advertising has explained that “Disney+ will get Hulu’s ad targeting capabilities starting in April”. By July, it has progressed Ferro, “The full suite of tools will be available across the entire Disney broadcast portfolio, including ESPN+”.
“In recent years we have focused on creating a complete proprietary ad server for the entire Walt Disney Company. This gives us control over how we deliver ads, how we insert ads, the ad formats we use, how we integrate with programmatic networks, which really gives us complete flexibility to re-imagine how we want to sell in the future.”has indicated for his part Aaron LaBerge, CTO of Disney Media & Entertainment Distribution. “That ad server is now powering Hulu and is at the heart of the ads on Disney+.”has reiterated.
Unlike other streaming services, Disney created its own proprietary technology for digital ads, which means the company has more control and can focus on the delivery behavior of its advertising partners. The Disney Ad Server (DAS) allows the company to use its own data.
“Disney’s ad server generates nearly 500 million ad impressions per day. Disney+ will soon get features like deals on programmatic capabilities and 18+ guidance later this year.”has underlined Jeremy Helfand, executive vice president of advertising platforms, media, entertainment and distribution at Disney.
“The Disney Audience Graph, which launched about ten years ago, gives advertisers three times higher match rates”ha said Christine Chung, director of advanced analytics and data solutions at Disneywhile adding that “Disney Select, the company’s own segment offering, is based on more than 100,000 audience attributes taken from 235 million devices and user IDs.”.
Similarly, during his ‘Tech and Data Showcase’, Disney+ He has also advanced that he plans automate 50% of your ad sales by 2024. Other announcements include a premiere broadcast measurement agreement with the results-based company of TV EDO (Entertainment Data Oracle)which will give Disney access to EDO engagement metrics, as well as the expansion of a multi-year relationship with Samba TV to measure range and frequency on all connected devices.