In May, Disney announced that its ad sales and media distribution divisions will now operate under its media networks group. Previously, these divisions were part of Disney’s direct-to-consumer segment. Disney+ and Netflix showed that there is great consumer interest in subscription video during quarantine.
Through their respective demand-side platforms (DSPs), retail media platforms can deliver display and video ads across other digital media. That’s primarily on the open web today but is destined to transition to ad-supported over-the-top (OTT) video, giving them a major opportunity to tap TV ad budgets. Eventually, these platforms will power digital in-store media as well.
The goal is to get owned and earned media through the content shared on the Page, according to director of performance marketing, Yuri Daniels. (Editor’s Note: Daniels is now senior director of digital marketing at Butterfly Network.)