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

Tech showcase for marketers touts evolution to unified advertising approach

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.