Episode 12 39 Min listen Sep 15, 2022
Disney’s EVP of Brand Solutions, on how Disney fell in love with programmatic advertising
Lisa Valentino Executive Vice President, Client and Brand Solutions at Disney
Lisa Valentino, Executive Vice President, Client and Brand Solutions at Disney Advertising Sales, doesn’t think the TV upfront is dead, but Disney – owner of traditional TV networks like ABC and ESPN – is pushing harder than ever into programmatic ad selling in a way that would have been unimaginable a few years ago.
Valentino’s team is borrowing tactics from Hulu, including self-serve ad buying, which she believes will open the TV business up to a much broader range of advertisers.
According to Valentino, they’ve seen a thousand new clients come to Disney through programmatic channels.