• by Wayne Friedman , June 16, 2020

Looking to streamline all its linear, streaming, and digital advertising technology, Walt Disney’s Direct-to-Consumer & International Technology group has started a new global team -- Advertising Platforms.

The effort includes what the company says will be a long-term development of a "unified ad platform."

The new group “will allow the company to focus on key areas that will deliver value to brands in a converging linear and digital landscape,”  a company statement says. 

Jeremy Helfand, formerly vice president and head of advertising platforms at Hulu, will lead the new group. Advertising Platforms will work closely with Disney Advertising Sales.

In addition, the group looks to provide ongoing support for cross-platform offerings like its new video advertising management platform, Disney Hulu XP, which launches October 1. 

For that new platform, “you’ll have one guarantee on the completion of video views covering all video views on any Disney platform,” Rita Ferro, president of Disney Advertising Sales, said recently to Television News Daily. “This is new for Disney.” 

Also, Advertising Platforms will develop new formats that improve advertising for both viewers and brands, as well as advanced automation of advertising, the expansion of programmatic buying and selling platforms. 

Disney says the group will look to leverage data of consumer insights in expanding addressability and attribution across media buys for marketers, and to increased return on investment for advertising clients.