Disney's direct-to-consumer/international team forms global ad platform unit

Newly combined team headed up by former Hulu exec Jeremy Helfand.

June 16, 2020

2 Min Read

BURBANK, Calif. – The Walt Disney Direct-to-Consumer and International (DTCI) Technology group has created a new Advertising Platforms team to combine the company's advertising technology and product expertise and resources into a single, focused team. This team aligns with the Disney Advertising Sales unified structure and approach, and together they will accelerate how The Walt Disney Company is transforming advertising and how viewers experience and engage with advertising across Disney's media platforms.

The Advertising Platforms team brings together the existing Hulu and DTCI Advertising Product and Technology's teams to develop the strategies, technologies, tools and products for linear, streaming and digital advertising across the Walt Disney Company. Advertising Platforms will work in partnership with Disney Advertising Sales to advance advertising innovation for the industry.

Advertising Platforms will be a core pillar of the DTCI Technology organization, and will be led by Jeremy Helfand, who previously led all advertising technology and product innovation efforts at Hulu.

This combination of expertise and resources will allow the company to focus on key areas that will deliver value to brands in a converging linear and digital landscape, including (but not limited to):

  • The long-term development of a unified ad platform, along with to ongoing support for cross-platform offerings like Disney Hulu XP;

  • Expansion of viewer-first advertising experiences – including development of new formats that improve advertising for both viewers and brands across Disney media properties;

  • Advancing the automation of advertising with expansion of programmatic buying and selling platforms;

  • Leveraging data in smart, high-integrity ways to deliver consumer insights, expand addressability and ensure end-to-end attribution across media buys;

  • Increased accountability and return on investment for advertising clients.

The creation of the new team comes on the heels of Disney Advertising Sales' reinvented and highly-regarded annual Upfront Road Show, and ahead of Hulu's highly-anticipated live streamed annual NewFronts presentation.

The Walt Disney Company

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