Exclusive: Disney inked a major advertising deal with The Trade Desk, making it possible for brands to target automated ads across Disney properties.
Disney has reached an agreement with The Trade Desk, a global ad tech company, that makes it possible for brands to target automated ads across Disney properties using data matched on the back end from Disney and The Trade Desk.This is one of the largest media-business efforts yet to craft a new ad-targeting system as third-party tracking fades away, and it's likely to trigger a series of similar partnerships between major media companies and other big ad tech firms.
Automation allows Disney to sell more ads at scale, and partnerships like the one brokered with the Trade Desk will make it easier for advertisers to buy automated ads without sacrificing the ability to target them narrowly.
The company has yet to reveal how much ad inventory it sold during its upfront presentation this year — rival NBCU recently said it sold more than $1 billion — but Ferro implied it would be a “nice announcement.”Disney has long led the industry in digital television advertising, but now more big streamers, including Netflix, are looking to integrate digital advertising into their streaming solutions.
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