Disney Advertising revealed plans to roll out some of Hulu’s ad targeting capabilities to Disney+ at the annual Tech and Data Showcase in early February.

When Disney+ launched its ad-supported tier last month, advertisers couldn’t target ads to specific audiences. By giving Disney+ advertisers access to Hulu’s ad-targeting tools, they can learn a user’s age, gender, and geo-location, which will likely help advertisers make more effective ads and bring in more revenue for both the ad agencies and Disney.

In an exclusive interview with Digiday, Disney Advertising president Rita Ferro said Disney+ would get Hulu’s ad targeting capabilities beginning in April. By July, the full suite of tools will be available across Disney’s streaming portfolio, including ESPN+.

Unlike other streaming services, Disney built its own proprietary technology for digital ads, which means Disney has more control and can focus on delivery behavior for its ad partners. The Disney Ad Server (DAS) allows the company to use first-party data. 

Disney’s Audience graph, which launched about ten years ago, gives advertisers “three times higher match rates,” claimed director of Advanced Analytics and Data Solutions, Christine Chung, during the showcase. Chung added that Disney Select, the company’s first-party segment offering, is built on over 100,000 audience attributes taken from 235 million devices and user IDs.

These new changes to Disney+ advertising will allow a brand’s message to be seen by the right kind of people and give a sense of personalization to the viewer. As the ad-targeting tools are rolled out, ads that are relevant to the consumer will be more effective and will see better results. 

Source