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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.
A year after it absorbed Hulu, the Disney ad sales team showed off its technology and innovation efforts—featuring enhanced programming and convergence platform offerings—to marketers in the first-ever Disney Platform Tech Showcase.