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4 things you need to know about Disney's digital ad sales plan

By John Glenday-03 March 2021 12:00pm
4 things you need to know about Disney’s digital ad sales plan
Automated advertising is expected to account for around half of Disney’s total ad revenue by 2024 as the entertainment giant pushes for an aggressive 80% increase in programmatic advertising for 2021.
To pull off this feat, the company has created the Disney Real-Time Ad Exchange (Drax) to remove friction for advertisers wishing to view and purchase streaming ads. We review Disney’s beefed-up ad sales offering and the likelihood of it meeting these targets.
Disney is getting ambitious about programmatic
Disney isn’t mucking about in its quest to pivot ad sales towards the programmatic end of the system, projecting a rapid 80% rise in automated revenue this year to account for as much as 50% of its addressable and linear revenue by 2024. ....

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Disney expects 80% hike in automated revenue, ramps up on adtech and programmatic

Disney expects 80% hike in automated revenue, ramps up on adtech and programmatic
Details
03 March 2021
The Disney advertising sales and the technology team is now working to build what it called a “highly-advanced and data-informed audience-based ad server” that sits at the center of the Disney Platform. According to a press statement, with this single unified ad platform, advertisers can “maximise yield on their advertising spend”. Disney initially started the experiment with Disney Hulu XP, enabling advertisers to buy once and deliver to audiences across Hulu and Disney’s addressable inventory. Disney said that this allowed advertisers to buy and manage inventory programmatically across Disney properties. ....

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Roku to Acquire Nielsen's Addressable TV Advertising Business

Roku to Acquire Nielsen s Addressable TV Advertising Business
Todd Spangler, provided by
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Roku will add a fat stack of ad tech to its streaming platform under a deal to buy Nielsen’s Advanced Video Advertising business, putting Roku in position to offer a fully addressable advertising solution for TV programmers.
Under the agreement, announced Monday, Roku will obtain Nielsen’s video automatic content recognition (ACR) technology and dynamic ad insertion (DAI) system, which can replace ads in linear feeds with targeted, household-level spots on over-the-top streaming platforms. In addition, Nielsen and Roku are entering into a multiyear pact under which data from Roku’s platform will be incorporated into the forthcoming Nielsen One cross-media measurement solution. ....

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