Disney next month for the first time will host its yearly Global Tech & Data Showcase as a live event at CES, the hugely attended consumer electronics exhibition in Las Vegas. The entertainment giant will highlight its abilities to help advertisers of all sizes to automate their media buying and to reach audience across multiple touchpoints.
“We’re going to unveil solutions that we believe will help move the marketplace forward,” Jamie Power, senior vice president of addressable sales at Walt Disney, said in this interview with Beet.TV contributor Rob Williams. “Every year we say, ‘this is the year of transformation.’ The marketplace has really transformed at this point — and we’re there. There’s so many different things that you can do.”
Disney — whose media brands include ABC, Disney Channel, ESPN, FX, Freeform, National Geographic, Disney+ and Hulu — had set a goal of making half of its addressable revenue through programmatic channels by 2024. Power said the company is poised to exceed that milestone.
“We’ve already set forth new automation goals. Automation for us is really just making it easier for buyers to transact with our supply,” Power said. “It’s taking the friction out of the buy and just making it easier and more accessible.”
About 5,000 advertisers are using Disney’s programmatic channels, which offer a way to identify an audience and reach it across the broader marketplace. Disney built an identity graph of consumers who can be matched in data clean rooms that protect people’s privacy while also helping advertisers to improve their targeting. Interoperability is a key feature.
“If I am interoperable, my match rate goes from 30% — because I’m relying on one signal that might not match — to 80%, 90% match rates,” Power said. “I’m not going to take a 1% match rate if I’m trying to measure something with Experian. I’m going to do the work to make sure we have an identity sync.”
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