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Disney+ advertisers will soon get Hulu’s ad targeting capabilities • TechCrunch

Disney Advertising today held its annual Tech and Data Showcase and unveiled plans to roll out some of Hulu’s ad targeting capabilities to Disney+.

When Disney+ launched its ad-supported tier last month, advertisers were unable to target ads to specific audiences. By giving Disney+ advertisers access to Hulu’s ad targeting tools, they can learn a user’s age, gender, and geographic location, which will likely help advertisers create more effective ads and generate more revenue for both the ad agencies and Disney.

In an exclusive interview with Digiday, Disney Advertising president Rita Ferro said Disney+ would get Hulu’s ad-targeting capabilities starting in April. By July, the full suite of tools will be available across Disney’s streaming portfolio, including ESPN+.

“Over the past few years, we’ve focused on building a complete, proprietary ad server for the entire Walt Disney Company. This gives us control over how we deliver ads, how we insert ads, ad formats we use, how we integrate with programmatic networks, which really gives us complete flexibility to rethink how we want to sell going forward, said Aaron LaBerge, CTO of Disney Media & Entertainment Distribution. “That ad server now powers Hulu and is at the heart of the advertising on Disney+.”

Unlike other streaming services, Disney has built its own proprietary digital advertising technology, meaning Disney has more control and can focus on delivery behavior for its advertising partners. The Disney Ad Server (DAS) allows the company to use first-party data. When Netflix launched its ad-supported tier last November, it partnered with Microsoft to serve ads outside of the Xandr platform. This means that Netflix has to rely on a third-party provider.

The Disney Ad Server delivers approximately 500 million ad impressions per day, reported Variety.

Disney’s Audience chart, which launched about a decade ago, gives advertisers “three times higher match rates,” claimed Christine Chung, Director of Advanced Analytics and Data Solutions, during today’s showcase. Chung added that Disney Select, the company’s first-party segment offering, is based on more than 100,000 audience attributes drawn from 235 million devices and user IDs.

During today’s Tech and Data Showcase, Disney added that it plans to automate 50% of its ad sales by 2024. Ferro told Digiday: “We’re at 35% now, and that’s before the full integration of all of these [ad products and services from Hulu].”

Other announcements include a premiere streaming measurement agreement with TV results-based company EDO (Entertainment Data Oracle), which will give Disney access to EDO’s engagement metrics.

“With EDO’s predictive behavioral engagement data associated with market share growth, advertising leaders like Disney can know and predict the effectiveness of Convergent TV campaigns,” said Edward Norton, co-founder and president of EDO. “Disney is a leader in defining this new era of critical transformation for our industry, and we are proud to be working together.”

Disney also announced the expansion of a multi-year relationship with Samba TV to measure the range and frequency of all connected devices.

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