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{"id":72288,"date":"2021-03-09T01:54:45","date_gmt":"2021-03-09T06:54:45","guid":{"rendered":"https:\/\/www.beet.tv\/?p=72288"},"modified":"2021-03-09T11:12:22","modified_gmt":"2021-03-09T16:12:22","slug":"rebooting-reach-disneys-valentino-combines-scale-with-smarts","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2021\/03\/rebooting-reach-disneys-valentino-combines-scale-with-smarts.html","title":{"rendered":"Rebooting Reach: Disney’s Valentino Combines Scale With Smarts"},"content":{"rendered":"The mouse house is big – but few advertisers would want to reach the entirety of Disney’s audience footprint.<\/p>\n
That’s why Lisa Valentino is offering technology to support refined audience targeting capability.<\/p>\n
In this video interview with Beet.TV, Valentino, executive Vice President, Client Solutions & Addressable Enablement, Disney Advertising Sales, explains how how developments announced at last week’s first-ever Disney Platform Tech Showcase, as well as others, can help achieve that aim.<\/p>\n
Selling the graph<\/h2>\n
The corporation is wrapping together all its first-party audience targeting capabilities from the Disney Audience Graph in something called Disney Select, the mechanism to make those criteria buyable.<\/p>\n
According to the announcement<\/a>: “With Disney Select, marketers can select desired audiences from Disney\u2019s extensive library of first-party segments that are designed to meet client needs like buyer behavior, household characteristics and psychographics.”<\/p>\nDisney has spent the last three years building an audience graph, now including Hulu data, with over 1,000 audience identity segments, buyable in an automated fashion.<\/p>\n