Disney, looking to gain synergies of scale, created a new Advertising Platforms team merging the company’s advertising technology and product operations — including Hulu’s — into …
. The group brings together the existing Hulu and DTCI Advertising Product and Technology’s teams to develop strategies, technologies, tools and products for linear TV, streaming and digital advertising across the media conglomerate.
The new group also will work to expand programmatic ad buying and selling platforms, as well as mine data for research, to expand addressable advertising, to provide end-to-end attribution across media buys. Disney’s formation of the new ad-tech team comes on the heels of the Disney Advertising Sales virtual annual Upfront Road Show, and ahead of Hulu’s livestreamed Digital Content NewFronts presentation on June 22.
DTCI Technology comprises a global team of nearly 3,500 employees, including developers, data scientists and engineers. The group is responsible for the design, development and consumer experience of over 200 of Disney’s branded digital products, including ABC, ABC News, Disney, DisneyNow, ESPN, FX, Marvel, National Geographic, and Star Wars. It also manages advertising technology and products; data platforms; and worldwide digital and linear media distribution.
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