How Disney Fell Deeply in Love with Programmatic Advertising
March 17, 2021
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.