How Disney fell in love with programmatic ads | AppsFlyer

 

How Disney Fell Deeply in Love with Programmatic Advertising

March 17, 2021

 

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 further than ever into programmatic ad selling and data 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 up the TV business to a much broader array of advertisers. According to Valentino, they’ve seen a thousand new clients come to Disney through programmatic channels.

 

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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