Disney entered into an ad deal with The Trade Desk, allowing brands to target automated ads on Disney’s linear and streaming properties: Hulu, ESPN+, ABC, Freeform, ESPN, National Geographic and FX. The news comes ahead of Disney’s launch of an ad-supported tier for its flagship service, Disney+, which would likely be another target of such a deal.
Previously, Disney kept Hulu’s ad inventory separate from its other properties, so this partnership means that not only can advertisers discover more addressable inventory in Disney’s portfolio, they can now programmatically target their audiences and potentially improve their return on investment.
“Disney Advertising had a bold vision from the beginning, backed by proven results, and we are excited to continue to deliver on our commitment to greater automation and addressing for our customers through this expanded deal with The Trade Desk,” said Rita Ferro, President, Advertising Sales, Disney Media & Entertainment Distribution, in a statement.
The Trade Desk develops advertising automation tools and manages an advertising network that matches online publishers with brands. Automation will enable Disney to sell more ads at scale and accelerate the company’s goal of targeting more of its general pool of first-party data.
Disney has previously said it aims to automate 50% of its operations by 2026. During last year’s prior ad sales event, more than 40% of the ad inventory Disney sold was automated.
The integration with The Trade Desk is likely to captivate many brands that are moving away from content-centric strategies and moving towards an audience-centric approach. For example, advertisers looking 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 accuracy in a privacy-focused manner,” Ferro added. “This first-to-market opportunity sets the stage to enable access to the Disney portfolio, validated by powerful audience insights, in a way that is automated and accessible.”
Disney has years of experience with ad technology and is therefore ahead of the game. Hulu has even built its own ad server and has 14 years of experience in the video-on-demand ad space.
Disney has also been working on its ad technology platform for over a year and is investing nine figures in bolstering its technical capabilities.
In March, the company signed another ad technology deal with Horizon Media to measure ads.
As the streaming ad landscape becomes more competitive, The Trade Desk’s partnership comes to the fore just as Disney is working on its ad-supported tier for Disney+. Since this will work across the entire Disney inventory and is designed to automate the buying of ad across channels and services, it makes sense that Disney+’s upcoming ad-supported tier will be included in the future. However, the company is currently not commenting on that aspect of the new agreement.
Netflix is also in talks with ad technology companies. Last month, Business Insider reported that Roku employees were discussing a merger with Netflix, which could provide the streaming service with a well-tested video ad stack. Names like Google, Amazon and The Trade Desk are also swirling around in the rumor pool.
This post Disney strikes major adtech deal with The Trade Desk as Disney+ expands into ads TechCrunch
was original published at “https://techcrunch.com/2022/07/12/disney-strikes-a-big-adtech-deal-with-the-trade-desk-as-disney-expands-into-ads/”