Throughout the flurry of client and ad tech meetings at CES this week, many media companies proudly proclaimed being ‘Digital First.’ At Disney, we consider ourselves ‘Addressable First,’ with the ability to deliver solutions at an audience level.

This week I’ve been excited to share how Disney Advertising Sales is positioning itself for the future, and the measures we’re taking to enable our inventory in an addressable first way. Developing campaigns based on KPI’s and prove ROI on new offerings is essential. Over the last few months, Disney Advertising Sales has successfully launched programmatic capabilities for Live Sports and Long Form Entertainment, Cross Network Linear Optimization, Cross Portfolio Digital Targeting including CTV and growing our Disney Predictive Audiences Segments.

We’ve transformed our Sales business, offering clients a one-stop approach that leverages the scale and reach of all of Disney’s Media Networks, and the breadth of our Walt Disney Company portfolio. We’re now bringing together first party data from across our portfolio to create a single Disney data platform. This will allow clients access to proprietary Disney Audience Segments for targeting their digital campaigns inclusive of CTV.

Next on our roadmap is the ability to use our Disney first party data in linear optimization as well as across platforms. In traditional linear, we are highly engaged in working with multiple vendors to unlock addressability within cable and broadcast. Over the next 12-18 months we’ll develop creative versioning for cable and broadcast.

The response from our conversations at CES has been tremendous. I am looking forward to our partnerships and opportunities this year and beyond.

Throughout the flurry of client and ad tech meetings at CES this week, many media companies proudly proclaimed being ‘Digital First.’ At Disney, we consider ourselves ‘Addressable First,’ with the ability to deliver solutions at an audience level.

This week I’ve been excited to share how Disney Advertising Sales is positioning itself for the future, and the measures we’re taking to enable our inventory in an addressable first way. Developing campaigns based on KPI’s and prove ROI on new offerings is essential. Over the last few months, Disney Advertising Sales has successfully launched programmatic capabilities for Live Sports and Long Form Entertainment, Cross Network Linear Optimization, Cross Portfolio Digital Targeting including CTV and growing our Disney Predictive Audiences Segments.

We’ve transformed our Sales business, offering clients a one-stop approach that leverages the scale and reach of all of Disney’s Media Networks, and the breadth of our Walt Disney Company portfolio. We’re now bringing together first party data from across our portfolio to create a single Disney data platform. This will allow clients access to proprietary Disney Audience Segments for targeting their digital campaigns inclusive of CTV.

Next on our roadmap is the ability to use our Disney first party data in linear optimization as well as across platforms. In traditional linear, we are highly engaged in working with multiple vendors to unlock addressability within cable and broadcast. Over the next 12-18 months we’ll develop creative versioning for cable and broadcast.

The response from our conversations at CES has been tremendous. I am looking forward to our partnerships and opportunities this year and beyond.