{"id":33650,"date":"2022-08-18T14:34:47","date_gmt":"2022-08-18T11:34:47","guid":{"rendered":"https:\/\/www.adcore.com\/blog\/?p=33650"},"modified":"2023-07-17T14:52:41","modified_gmt":"2023-07-17T11:52:41","slug":"disney-the-trade-desk-adtech-deal","status":"publish","type":"post","link":"https:\/\/www.adcore.com\/blog\/disney-the-trade-desk-adtech-deal\/","title":{"rendered":"Disney &#038; The Trade Desk AdTech Deal"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"33650\" class=\"elementor elementor-33650\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4d7b9be2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4d7b9be2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-62e6fcc5\" data-id=\"62e6fcc5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-45ac27c elementor-widget elementor-widget-text-editor\" data-id=\"45ac27c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<h2><span style=\"font-weight: 400;\">Everything You Need to Know in 50 Words or Less<\/span><\/h2><p><b>Disney has signed a deal with Trade Desk, allowing brands to target automated ads across Disney&#8217;s different streaming properties. These properties include Freeform, ESPN, National Geographic, Hulu, ESPN+, ABC, and FX.<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">Tell Me More<\/span><\/h2><p><span style=\"font-weight: 400;\">The deal with Trade Desk is a significant development because in the past portfolios like Hulu were kept separate by Disney. With the ability to access these different portfolios, advertisers can programmatically target audiences. In return, they&#8217;ll be able to gain a better return on investment. This deal will likely include the launch of Disney&#8217;s ad-supported tier for their service Disney+.<\/span><\/p><p><span style=\"font-weight: 400;\">The Trade Desk is a service that works in advertising automation. They work with online publishers and match them with brands. Doing this will ensure that Disney can move their advertising fully to automation.\u00a0\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In the past Disney has stated that they wanted to automate 50% of their ads by 2026, and as of last year, Disney had 40% automated ads.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Rita Ferro, the president of Disney Advertising Sales and Partnerships, talked about the bold vision supported by positive results and crafted by <\/span><a href=\"https:\/\/www.thetradedesk.com\/us\/news\/press-room\/disney-advertising-transformation-accelerates-through-expanded-deal-with-the-trade-desk#:~:text=%E2%80%9CDisney%20Advertising,automated%20and%20accessible.%E2%80%9D\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Disney Advertising<\/span><\/a><span style=\"font-weight: 400;\">. The team expressed their excitement for the opportunity to continue delivering greater automation and addressability for their customers via the deal with The Trade Desk.<\/span><\/p><p>Ferro details the years Disney Advertising has spent creating and improving its data and technology strategy to allow advertisers more precise and engaging communication with their audiences. This opportunity with The Trade Desk means empowerment of the Disney portfolio, validated by insights from their audience, automatically and accessibly.<span style=\"font-weight: 400;\"><br \/><\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-52a0ed1 elementor-widget elementor-widget-text-editor\" data-id=\"52a0ed1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><span style=\"font-weight: 400;\">Content-Focused vs. Audience-First<\/span><\/h2><p><span style=\"font-weight: 400;\">In the past, advertisers have been content focused. Content-focused ads mean presenting ads based on the programming the viewers are watching. For instance, traditional children&#8217;s television shows will include a variety of ads for toys. Advertisers assume the children watching will encourage their parents to purchase these toys.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It&#8217;s a good approach. The trouble is that it&#8217;s not always children watching children&#8217;s television shows. Other demographics are at play, and it could be that parents or young adults are watching. So when the ads primarily target children, you miss this entire demographic.<\/span><\/p><p><span style=\"font-weight: 400;\">Audience-first means that these companies collect information on who&#8217;s watching these television shows. By doing this, they can reach as many people as possible. For example, Disney&#8217;s deal with The Trade Desk is an audience-first advertising deal.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">Reaching the Target<\/span><\/h2><p><span style=\"font-weight: 400;\">Companies like The Trade Desk can better collate data now that nearly everyone is using smart TVs and streaming services. Disney has a large bank of audience information across their portfolios, making this a decisive move in the advertising industry. Companies working with The Trade Desk will be able to concentrate on audience-first advertising and target the customers that they&#8217;re hoping to reach.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b65ee2 elementor-widget elementor-widget-text-editor\" data-id=\"4b65ee2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h3><span style=\"font-weight: 400;\">Final Thoughts<\/span><\/h3><p><span style=\"font-weight: 400;\">Disney isn&#8217;t the only one looking to the future. Companies like Netflix, Google, and Amazon plan on inking similar deals. Netflix is reportedly in talks with Roku to discuss a merger that would give them access to a well-tested video adtech stack. With all of these changes, it&#8217;s clear that advertising is becoming much more audience based with the help of complex technology.<\/span><\/p><p><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/www.thetradedesk.com\/us\/news\/press-room\/disney-advertising-transformation-accelerates-through-expanded-deal-with-the-trade-desk#:~:text=%E2%80%9CDisney%20Advertising,automated%20and%20accessible.%E2%80%9D\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The Trade Desk<\/span><\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b7f2cd8 elementor-widget elementor-widget-template\" data-id=\"b7f2cd8\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29332\" class=\"elementor elementor-29332\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6c9eca04 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6c9eca04\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4798cb28\" data-id=\"4798cb28\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-65cc919a elementor-hidden-desktop elementor-widget elementor-widget-shortcode\" data-id=\"65cc919a\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-shortcode\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f28319-o1\" lang=\"en-US\" dir=\"ltr\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/blog\/wp-json\/wp\/v2\/posts\/33650#wpcf7-f28319-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<div style=\"display: none;\">\n<input type=\"hidden\" name=\"_wpcf7\" value=\"28319\" \/>\n<input type=\"hidden\" name=\"_wpcf7_version\" value=\"5.9.6\" \/>\n<input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/>\n<input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f28319-o1\" \/>\n<input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/>\n<input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/div>\n<div class=\"yos mobile\">\n\t<div class=\"post-contact\">\n\t\t<p class=\"title\">Get exclusive CMO tips that I only share with email subscribers.\n\t\t<\/p>\n\t\t<div class=\"form-item\">\n\t\t\t<p class=\"input\"><span class=\"wpcf7-form-control-wrap\" data-name=\"email-001\"><input size=\"40\" maxlength=\"80\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Email address\" value=\"\" type=\"email\" name=\"email-001\" \/><\/span>\n\t\t\t<\/p>\n\t\t\t<p class=\"send\"><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"SUBSCRIBE\" \/>\n\t\t\t<\/p>\n\t\t<\/div>\n\t\t<p class=\"yos-img\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2022\/05\/NEW_YOS.png\" \/>\n\t\t<\/p>\n\t<\/div>\n<\/div><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dcf3f00 elementor-widget elementor-widget-menu-anchor\" data-id=\"dcf3f00\" data-element_type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\nbody.elementor-page .elementor-widget-menu-anchor{margin-bottom:0}<\/style>\t\t<div class=\"elementor-menu-anchor\" id=\"printful\"><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Disney has signed a deal with Trade Desk, allowing brands to target automated ads across Disney&#8217;s different streaming properties. These properties include Freeform, ESPN, National Geographic, Hulu, ESPN+, ABC, and FX.\u00a0 The deal with Trade Desk is a significant development&#8230;<\/p>\n","protected":false},"author":21,"featured_media":33751,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[{"category_link":"https:\/\/www.adcore.com\/blog\/all\/","category_name":"All"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/","category_name":"Marketing"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/marketing-news\/","category_name":"Marketing News"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/research\/","category_name":"Research"}],"tags":[],"authors":[],"article_types":[180],"staff_picks":[],"promotions":[178],"class_list":["post-33650","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all","category-marketing","category-marketing-news","category-research","article_types-news","promotions-microsoft-coupon"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/33650","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/comments?post=33650"}],"version-history":[{"count":13,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/33650\/revisions"}],"predecessor-version":[{"id":33755,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/33650\/revisions\/33755"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media\/33751"}],"wp:attachment":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media?parent=33650"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/categories?post=33650"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/tags?post=33650"},{"taxonomy":"authors","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/authors?post=33650"},{"taxonomy":"article_types","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/article_types?post=33650"},{"taxonomy":"staff_picks","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/staff_picks?post=33650"},{"taxonomy":"promotions","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/promotions?post=33650"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}