'Disney is a technology company' - What's behind the push to have a unified ad tech platform at the mouse house?

Next in Media spoke with Jamie Power, Disney's SVP, Addressable Sales, about ongoing measurement challenges in streaming, what happened with the so-called currency wars, and why it's a big deal that ESPN and Disney are now on the same ad server.

Takeaways:

The Rise of Actionable Tech at CES 2025
Jamie Power highlighted that CES 2025 felt more actionable than ever, with tools and technologies ready to be leveraged immediately, marking a shift from futuristic concepts to practical implementation.

Disney's Transparent Data Strategy
Disney introduced ad-supported Monthly Active Users (MAU) metrics across platforms like Hulu, ESPN, and Disney+, emphasizing transparency in streaming data to aid better planning for advertisers and agencies.

The Role of Disney Compass in Data Integration
Disney Compass enables seamless integration of data into agency tools, empowering advertisers to deduplicate reach and enhance campaign planning. 

AI's Transformative Impact on Media Planning
Disney Select AI and partnerships like Publicis Core AI were showcased as tools to generate audience insights, driving strategic decisions and elevating media planning to predictive precision.

Balancing Automation with Human Expertise
Jamie addressed concerns about AI replacing jobs, emphasizing its role in streamlining tasks and allowing professionals to focus on impactful, thoughtful strategies.

Live Sports on CTV: Game-Changing Advertising
Disney's advancements in dynamic ad insertion during live sports events ensure scalability and seamless viewer experiences, reshaping how advertisers engage with audiences in real time.

Self-Serve Advertising Platforms for SMBs
Disney's self-service platform has empowered thousands of small advertisers to access measurable, localized campaigns, from florists targeting specific zip codes to brands leveraging audience-specific tools.

Guest: Jamie Power

Host: Mike Shields

Sponsor: ElementalTV

Producer: FEL Creative