Disney Shows Off Enhanced Programmatic, Addressable Platform Offerings Ahead of Upfront

Tech showcase for marketers touts evolution to unified advertising approach

The Disney Platform Tech Showcase featured several new innovations from the past year. Disney

For several years, media companies have paid lip service to increasing programmatic and addressability inventory in their upfront negotiations, but made little progress when it comes to actually transacting on those offerings. Disney, however, is serious about changing the way it does business with marketers, and it’s making a serious effort to expand its advanced advertising transactions in this year’s upfront.

@jasonlynch jason.lynch@adweek.com Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.