Podcast Summary: Next in Media – "Disney is a Technology Company"

Release Date: January 28, 2025
Host: Mike Shields
Guest: Jamie Power, Senior Vice President of Addressable Sales at Disney
Episode Title: "Disney is a Technology Company" - What's behind the push to have a unified ad tech platform at the Mouse House?

Introduction

In this episode of Next in Media, host Mike Shields engages in an insightful conversation with Jamie Power, Disney's Senior Vice President of Addressable Sales. The discussion delves into Disney's recent announcements at CES, emphasizing the company's evolution into a technology powerhouse within the media, marketing, and advertising landscape. Key topics include Disney's unified ad tech platform, advancements in targeting and measurement, the role of AI in media planning, and the integration of small brands into TV advertising.

CES Announcements and Disney's Technological Evolution

Mike Shields opens the discussion by highlighting Disney's significant presence at CES, particularly around ad technology and data. He notes the breadth of Disney's announcements and seeks Jamie's perspective on the driving forces behind them.

Jamie Power reflects on her extensive experience with CES over the years, stating, "this CES felt the most actionable... the tools are here and it's like just figuring out like the tools that you actually want to leverage" (02:26). She emphasizes Disney's dual identity as both a content and technology company, underscoring the importance of their technological investments to deliver meaningful experiences to audiences.

Key Points:

• Disney's fifth global Tech and Data showcase, second live at CES.
• Shift from future-oriented inspiration to actionable technological deployments.
• Emphasis on transparency and utilizing advanced tools to enhance ad opportunities.

Unified Ad Tech Platform and Data Transparency

Shields inquires about the transparency Disney introduced regarding monthly active users (MAUs) supported by ads. Jamie explains the significance of this transparency in an increasingly fragmented streaming landscape.

Jamie states, "We're not a measurement company. We do not want to grade our own homework, but we want to enable the measurement" (05:02). She elaborates on the launch of Disney Compass, a data platform that allows agencies to integrate Disney's data into their planning tools, facilitating accurate measurement and planning across Disney's three main platforms: Hulu, ESPN, and Disney+.

Key Points:

• Introduction of ad-supported MAU numbers for better industry transparency.
• Disney Compass enables data sharing tailored to agency needs.
• Push for a unified methodology across the industry to ensure consistency in data interpretation.

The Role of AI in Media Planning and Targeting

The conversation shifts to the integration of Artificial Intelligence (AI) in media planning. Jamie highlights Disney's partnership with Public Core AI and Sapient to develop Disney Select AI, which assists agencies in generating effective audiences based on client objectives.

Jamie shares her excitement: "when they showed me this demo... I was absolutely speechless and blown away" (06:30). She clarifies that AI is designed to augment human decision-making rather than replace it, enabling more thoughtful and strategic audience targeting.

Key Points:

• Disney Select AI helps agencies proactively recommend target audiences.
• AI facilitates deeper understanding of client businesses, allowing for strategic audience selection.
• Human oversight remains essential to interpret AI-generated insights and make informed decisions.

Balancing Automation and Human Insight in Advertising

Mike Shields raises concerns about the balance between AI automation and human control in media planning. Jamie responds by affirming that AI tools are intended to eliminate mundane tasks, freeing up professionals to engage in more strategic activities.

Jamie explains, "it's not like a robot building a meeting... you're actually being a little bit more thoughtful" (08:10). She emphasizes the necessity of human involvement in extracting insights and making actionable decisions, ensuring that campaigns are both efficient and effective.

Key Points:

• AI serves to enhance, not replace, the role of media planners and buyers.
• Automation handles repetitive tasks, allowing for greater strategic focus.
• Importance of combining AI capabilities with human expertise for optimal campaign outcomes.

Unified Identity and Measurement in Streaming Advertising

A significant portion of the discussion centers on the complexities of identity and measurement in the streaming era. Jamie asserts the critical role of identity graphs in achieving accurate audience targeting and measurement.

"We are strong on multiple signals. So if one signal isn't working, we'll send multiple signals to make sure we're getting that match rate up" (11:55). She discusses Disney's commitment to interoperability, ensuring that their identity solutions work seamlessly across various platforms and measurement partners.

Key Points:

• Importance of robust identity graphs for accurate audience matching.
• Disney's approach to interoperability with industry standards and measurement companies.
• Ensuring data accuracy and reliability in an increasingly fragmented media environment.

Advancements in Addressable TV and Programmatic Advertising

Jamie elaborates on Disney's initiatives to enhance addressable TV through programmatic advertising. She highlights the transition to the Disney Ad Server, enabling high-frequency bidding during live sports events and ensuring a seamless viewer experience.

"We are moving everything over to the Disney Ad server... it helps us make sure that it's going to be a seamless experience for our viewers" (16:05). This move allows for more dynamic and scalable advertising opportunities, particularly during live events where concurrency is high.

Key Points:

• Adoption of the Disney Ad Server for improved ad delivery during live programming.
• Certification of major Demand-Side Platforms (DSPs) like The Trade Desk and Google.
• Balancing the presence of large advertisers with opportunities for real-time, smaller advertisers during live events.

Expanding Opportunities for Small Businesses and DTC Brands

The conversation touches on Disney's efforts to democratize TV advertising through self-service platforms. Jamie describes how these platforms empower small businesses and Direct-to-Consumer (DTC) brands to engage in targeted advertising without extensive resources.

"We have about 8 or 9,000 advertisers on self-service... it's pretty powerful from a self-service standpoint" (19:06). She envisions continued growth in this area, driven by enhanced connectivity and operational efficiencies within the self-service ecosystem.

Key Points:

• Self-service platforms enable small businesses to run targeted ad campaigns efficiently.
• Measurable outcomes allow advertisers to track lift in web traffic and business growth.
• Future trends include greater integration with agency tools and streamlined operational processes.

The Impact of Generative AI on Creative Processes

Jamie discusses the role of generative AI in streamlining creative processes, making it easier for advertisers to adapt their content for streaming platforms. While AI assists in creative generation and approval, human oversight remains crucial for quality assurance.

"AI-assisted approval of creative... allows us to have AI check, like, is it built to the appropriate specific" (20:58). This collaboration between AI and humans enhances both the speed and accuracy of creative workflows.

Key Points:

• Generative AI aids in transforming social creatives for streaming purposes.
• AI tools expedite the creative approval process without replacing human judgment.
• Enhancements in creative workflows contribute to overall campaign efficiency and effectiveness.

Challenges in Measurement and Industry Standards

Addressing the ongoing challenges in advertising measurement, Jamie acknowledges that while efforts towards standardization have progressed, significant hurdles remain. She emphasizes Disney's focus on providing reliable data and supporting industry-wide measurement improvements.

"We are trying to provide them the data to show us the efficacy of each campaign" (22:11). Jamie highlights Disney's investment in "always-on measurement" and their willingness to adapt to marketplace needs to support accurate attribution and campaign optimization.

Key Points:

• Persistent challenges in achieving standardized measurement across platforms.
• Disney's commitment to providing accurate and actionable measurement data.
• Ongoing efforts to support industry-wide improvements in measurement practices.

Conclusion

Mike Shields wraps up the episode by acknowledging the depth of the conversation and expressing gratitude to Jamie Power for her insights. The discussion underscores Disney's strategic positioning as a technology-driven entity within the media landscape, leveraging advanced ad tech, AI, and unified data platforms to enhance advertising effectiveness and drive industry innovation.

Final Thoughts:

• Disney is at the forefront of integrating technology with traditional media to create a unified and efficient advertising ecosystem.
• The company's focus on transparency, interoperability, and advanced targeting positions it as a leader in addressing the complexities of modern advertising.
• Continued advancements in AI and measurement technologies are pivotal in shaping the future of media planning and programmatic advertising.

Notable Quotes:

• "We're not a measurement company. We do not want to grade our own homework, but we want to enable the measurement." – Jamie Power (05:02)
• "It's not like a robot building a meeting... you're actually being a little bit more thoughtful." – Jamie Power (08:10)
• "We are strong on multiple signals. So if one signal isn't working, we'll send multiple signals to make sure we're getting that match rate up." – Jamie Power (11:55)
• "AI-assisted approval of creative... allows us to have AI check, like, is it built to the appropriate specific." – Jamie Power (20:58)

This episode provides a comprehensive look into how Disney is leveraging technology to transform its advertising strategies, ensuring that it remains a formidable player in the rapidly evolving media landscape. Whether you're a media professional or an enthusiast, the insights shared by Jamie Power offer valuable perspectives on the future of media, marketing, and advertising.