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Disney’s EVP of Brand Solutions, on how Disney fell in love with programmatic advertising

Hosted by Mike Shields

Featuring:

Lisa Valentino Executive Vice President, Client and Brand Solutions at Disney

Episode summary

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.

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Meet our host: Mike Shields

Mike Shields is the founder of Shields Strategic Consulting. Shields covered the ad business for over 15 years at top publications including The Wall Street Journal, Business Insider, Adweek and Digiday.

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