With a footprint as broad as The Walt Disney Company, Lisa Valentino can count on at least one kind of diversity.<\/p>\n
As EVP, Client & Brand Solutions, for Disney Advertising Sales, Valentino is figuring out how best to monetize the ad-supported channels across Disney’s massive portfolio.<\/p>\n
In 2021, that means automation, leveraging Disney’s own customer data, widening the client base and improving inclusion.<\/p>\n
Disney 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
“We see the results of those outperforming non-targeted work that we’re doing,” says Valentino in this video interview with Beet.TV.<\/p>\n
“So we know that Disney first-party data has the opportunity to really drive performance and escalate performance.”<\/p>\n
And Valentino has bold bets for how that scale will be achieved.<\/p>\n
“Fifty percent of our business will be automated,” she says. “The majority of our (ad) supply will be addressable (and) will be coming through endpoints that are connected.”<\/p>\n
With the ongoing limitations imposed on traditional digital audience identifiers, a customer footprint like Disney’s own is going to be useful when it comes to ad targeting.<\/p>\n
Rebooting Reach: Disney’s Valentino Combines Scale With Smarts<\/a><\/p><\/blockquote>\n