Disney Advertising has expanded the availability of key advertising capabilities for its global streaming services and announced that it is extending its strategic relationship with Magnite to increase access to global inventory.
Advertisers can now access live biddable inventory in the US across Disney+, Hulu and ESPN, available through the Disney Ad Server. In Canada, expanded integrations are now available with demand-side platforms, including The Trade Desk, StackAdapt and Google’s Display & Video 360, and with sell-side platform Magnite.
“By delivering greater access to Disney+ ad inventory, brands and advertisers can optimise and simplify campaigns through their preferred buying platforms for Disney+ Canada,” Disney Advertising said.
Private marketplaces and preferred deals are now accessible in Canada, furthering the existing programmatic guaranteed option that has been available since the introduction of ads on Disney+ in the country.
To drive demand for these new programmatic deal types in Canada, Disney+ Canada and exclusive local sales representative Rogers Sports & Media are engaging key agencies and clients in a roadshow in April and May.
Meanwhile, programmatic guaranteed deals for live and VOD inventory are rolling out in select LatAm regions through Display & Video 360. This is also powered by a connection with Magnite, building on the earlier launch of programmatic capabilities with Mercado Libre.
Europe development
Disney has also announced that its proprietary Audience Graph is now available in many European countries. “This will help inform and improve campaigns through more precise planning, buying and, ultimately, measurement,” according to Disney Advertising.
Audience Graph was made available in LatAm last June.
“Disney is expanding the availability of our Audience Graph globally to help brands connect with consumers at scale while providing actionable insights,” Dana McGraw, senior vice-president of data and measurement science at Disney, said. “We’re taking a thoughtful approach, aligned with local needs and requirements, to deliver real solutions to challenges brands face regardless of their region.”
Jamie Power, senior vice-president of addressable sales, added: “We are committed to creating seamless experiences for our partners. Our job is to create value for our agency and brand customers.
“With access to over 35 demand-side platforms in the US and continuous global growth, we empower agencies to make smarter buys with deeper insights, leveraging technology and data to enhance their advertising strategies.”
