Disney Showcases Cutting-edge Innovation at Annual Tech & Data Showcase –

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Disney Advertising recently hosted its third annual Tech & Data Showcase, demonstrating the breadth and depth of Disney technology and data innovation. The media and entertainment powerhouse staged a multifaceted production filmed at key studio and creative locations, followed by a live Q&A moderated by ABC News Chief Correspondent for Business and Economics Rebecca Jarvis at GMA Studios in Times Square.

“This day is dedicated to demonstrating how we continue to showcase and demonstrate the power of Disney data and technology solutions that are driving real results for brands today. Our priority is to anticipate customer needs and help better serve their businesses, 52 weeks of the year,” said Rita Ferro, president of Disney Advertising.

During the presentation, Disney highlighted several key advances that are dominating the industry, including:

Accelerating cross-screen insights Rapid adoption of Disney’s audience graph and cleanroom technology First-party measurement of the future Access through automation

“Our bold vision to build a dynamic platform, inclusive of metrics, was a strategic move for Disney. Owning our own proprietary ad engine gives us more flexibility and control to prioritize serving behavior for advertising clients. And as illustrated today, it works,” said Aaron LaBerge, chief technology officer of Disney Media & Entertainment Distribution.

During the live Q&A, Rebecca Jarvis was joined by Disney Advertising executives: Lisa Valentino, EVP of Client Solutions and Addressable Enablement, Jeremy Helfand, EVP and Head of Advertising Platforms, and Dana McGraw, SVP of Audience Modeling and Data Science. The dialogue ranged from Disney’s proprietary technology, to providing choice and flexibility to customers, and building a future-proof design that scales to all screens like streaming.

Key points of the conversation:

On the importance of technology built, not borrowed or bought: When you own your technology, you can truly own your destiny. – Lisa Valentino Behind Disney’s intention to drive data innovation forward: We were ahead of schedule and [now] they were able to offer all three: activation, purchase and measurement. We have an immediate solution, not just an idea. – Dana McGraw Powering the technology in-house: Being able to build products once and deploy them across all Disney endpoints leads to our vision of the unified advertising platform built once, delivered everywhere. Buy once, deliver everywhere. – Jeremy Helfand Leading the way through the marketplace: We’ve got almost every category activating in a Clean Room Disney’s blueprint for optionality means we have to be constantly innovative in the marketplace. – Lisa Valentino Connecting audience insights across screens: We wanted to build our graph our way, internally, so we knew what we were building and what we were doing was putting consumers first. It really is ultimately the connective tissue for everything we do. – Dana McGraw Viewer experience and business outcomes are not mutually exclusive: There is a direct correlation between viewer experience and return on investment Having your own technology stack does not mean lack of interoperability. – Jeremy Helfand

Disney Advertising’s annual Tech and Data Showcase sets the stage for the company’s continued commitment to providing insight-driven, performance-proven solutions to brands and advertisers across the Disney portfolio. Disney Advertising will host its annual Upfront event at the state-of-the-art North Javits Center in New York City on May 16, 2023.

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