Disney strikes big ad deal with The Trade Desk as Disney+ expands to ads

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Disney has entered into an advertising agreement with The Trade Desk, allowing brands to target automated ads to Disney’s in-line and streaming properties – Hulu, ESPN+, ABC, Freeform, ESPN, National Geographic and FX. News comes early Disney is launching an ad tier for its flagship Disney+ service.which is likely to be another such target for such a deal.

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Previously, Disney kept Hulu’s advertising inventory. separate from its other properties, so this partnership means advertisers can not only find more targeted inventory in the Disney portfolio, but they can now programmatically target their audience and potentially increase their ROI.

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“Disney Advertising has had a bold vision backed by proven results from the start, and we are thrilled to continue our commitment to increase automation and targeting for our clients through this expanded agreement with The Trade Desk,” said Rita Ferro. statement from the President of Advertising Sales, Disney Media & Entertainment Distribution.

Trade Desk develops ad automation tools and operates an ad network that connects online publishers with brands. Automation allows Disney to sell more ads at scale and accelerates the company’s goal of targeting more of its total pool of proprietary data.

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Disney has previously said it wants to automate fifty% your business by 2026. over 40% advertising inventory sold by Disney has been automated.

Integration with The Trade Desk is likely to captivate many brands that are moving away from content-driven strategies and moving towards an audience-driven method. For example, advertisers who want to target moms can do so with Disney’s family segments.

“We have spent years investing in our data and technology strategy to create innovative solutions for advertisers to engage their audiences with greater precision and privacy-focused precision,” Ferro added. “This first-to-market opportunity sets the stage for expanding access to the Disney portfolio, backed by powerful audience knowledge, in an automated and accessible way.”

Disney has years of experience with ad tech, so it has an advantage in the race. Actually Hulu built my own ad server and has 14 years of experience in the video-on-demand advertising industry.

Disney has been working on its ad technology platform for over a year now. nine-figure investment in strengthening their technical capabilities.

In March, the company signed another ad tech deal with Horizon Media to measure advertising.

As the streaming advertising landscape becomes increasingly competitive, The Trade Desk partnership comes into play just as Disney is working on its advertising level for Disney+. Since this will work with all Disney inventory and is designed to automate the purchase of ads across channels and services, it makes sense that the Disney+ ad support layer will be included in the future. However, the company is not currently commenting on this aspect of the new agreement.

Netflix is ​​also in talks with advertising companies. Last month, business insider reported that Roku employees were discussing a merger with Netflix that could give the streaming service a well-tested stack of video advertising technologies. Names like GoogleAmazon and The Trade Desk also swirled in the pool of rumors.


Credit: techcrunch.com /

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