Disney has announced an update to its programmatic platform, allowing brands to buy ads in real-time during live events through a new certification program. The latter integrates partners like Google, The Trade Desk and Yahoo, while Magnite manages advertising inventory on the publisher side, says AdAge.
According to Jamie Power, senior vice president of addressable sales at Disney Advertising, this initiative aims to adapt to new viewer habits and offer advertisers the opportunity to position themselves on key live moments, such as overtime during sports matches.
A competitive market
Presented before the “Global Tech and Data Showcase” in Las Vegas, in parallel with CES, this innovation underlines Disney’s ambition to remain at the forefront of technological developments in sports advertising.
Indeed, Disney is not alone in investing in this area. NBCUniversal, Amazon, YouTube and Netflix are also expanding their advertising capabilities for streaming sporting events, strengthening the competitiveness of this growing sector.
The platform plans to automate 75% of its advertising activity by 2027, compared to 50% currently. This transformation favors real-time auctions, which are gradually replacing traditional guaranteed agreements, thus offering more flexibility to advertisers.
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