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Disney Spotlights Ad Tech in Bid to Court Madison Avenue
Brian Steinberg, provided by
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And yet, for Madison Avenue, the tech lingo is fast becoming more important than the entertainment.
More from Variety
As more consumers get their movies, dramas, comedies and even live sports and news from video delivered by broadband, big media companies are rushing to follow them — and help advertisers do the same. Walt Disney Co. has unveiled a suite of new products that lets sponsors buy across TV and digital with more ease and also place their commercials with greater precision.
“This year is the year of the streaming wars,” says Lisa Valentino, executive vice president of client solutions and addressable enablement for Disney Ad Sales, in an interview. “We expect the volume against our streaming supply will only continue to grow.” The company believes that over the next five years, most of its business across linear and digital will be automated, conducted in what is known in the industry in “programmatic” fashion, and is working to give clients what they want in advance of the annual sales session known as the upfront, when U.S. TV companies try to sell the bulk of their commercial inventory ahead of their next programming cycle.