Disney is boosting its advertising capabilities for live events, with third-party partnerships, a new certification program for live sports and entertainment as well as biddable deals for live sports. Google’s Display & Video 360, The Trade Desk, and Yahoo DSP are the first demand-side platforms to be certified by Disney. Magnite is the only third-party […]Disney is boosting its advertising capabilities for live events, with third-party partnerships, a new certification program for live sports and entertainment as well as biddable deals for live sports. Google’s Display & Video 360, The Trade Desk, and Yahoo DSP are the first demand-side platforms to be certified by Disney. Magnite is the only third-party
Disney is boosting its advertising capabilities for live events, with third-party partnerships, a new certification program for live sports and entertainment as well as biddable deals for live sports.
Google’s Display & Video 360, The Trade Desk, and Yahoo DSP are the first demand-side platforms to be certified by Disney. Magnite is the only third-party supply-side partner at launch.
Disney made the announcement at CES in Las Vegas, where is getting set for its annual Tech + Data Showcase on Wednesday. The event is a kickoff to the upfront process, with a focus on streaming and digital platforms.
The company sees automation as a key part of unlocking the potential of streaming inventory in real time. It said in a press release that it is looking to help brands fully tap into “lightning-in-a-bottle” moments via buy-side platforms.
In announcing the initiative, Disney posited a sports scenario. It said if a game is in its waning moments and then suddenly goes into overtime unexpectedly, it would now be able to offer a range of bid opportunities and enable dynamic pricing reflecting the real-time changes in supply and demand. The traditional system has resulted in repetition and locked-in pricing.
“As an industry, we need to reframe and redefine how we transact advertising using automation,” said Jamie Power, SVP of Addressable Sales, Disney Advertising. “The standards of the past don’t define the needs of today’s streaming, real-time requirements, and we’re committed to building a new and necessary framework for the modern marketer. Disney first transformed the traditional ad pod with choice-based and user-initiated ads with Hulu, and now – we’re setting a new standard for how advertising transactions are facilitated in a live-streaming environment.”
The certification program will equip both partners to handle large-scale inventory in live programming as well as pre-ingesting pre-approved creative messages, which can then be placed automatically.
“Planning for sports, specifically, requires a different strategy for biddable advertising,” said Matt Barnes, VP of Programmatic Sales, Disney Advertising. “While a traditional media plan may be focused on even delivery throughout the week, brands can miss out on a highly engaged audience and all those edge-of-your seat moments in a live game, if they’re limited by standard rules and frequency caps. With the introduction of Disney’s DSP certification for live, now more advertisers – across an even wider variety of categories – can capture the spikes in critical moments of engagement and fandom.”