Buyers Say Disney’s Fox Deal Will Accelerate Audience Targeting

But Fox Broadcasting going it alone will be 'a tougher sell' for brands

It will take months for the ripple effects of Walt Disney Company’s just-announced $52.4 billion acquisition of 21st Century Fox to fully play out. But in their early reactions to the deal, buyers are intrigued by Disney’s markedly improved portfolio, and are optimistic the merger could accelerate some of the audience targeting innovations the industry has been clamoring for.