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Disney Debuts New Advertising Platform Team, Supports Streamers

Fern Siegel

Walt Disney’s Direct-to-Consumer & International Technology group has built a new global team — Advertising Platforms. The goal is to redefine how viewers engage with advertising across Disney’s media platforms.

The new Advertising Platforms group will join Hulu and the DTCI teams to develop products for linear, streaming and digital ads across Disney.

For example, the unified ad platform will support cross-platform offerings, such as Disney Hulu XP, which launches October 1. It will also advance the automation of advertising by expanding programmatic buying and selling platforms, as well as up ROI for advertising clients.

Jeremy Helfand, former vice president-head of ad platforms at Hulu, will head the DTCI Technology effort.

“Advertising is a critically important aspect of Disney’s business, and the future of advertising requires a new level of viewer-first innovation powered by the industry’s most advanced TV ad platform,” said Aaron LaBerge, executive vice president-CTO, DTCI Technology.

The Walt Disney Company’s branded digital products include ABC, ABC News, Disney, DisneyNow, ESPN, FX, Marvel, National Geographic, Star Wars and more.

The new team’s creation precedes Hulu’s live streamed annual NewFronts presentation.

Advertising Platforms will work in partnership with the Disney Advertising Sales division.

Photo: Courtesy of Disney DTCI