LAS VEGAS — The promise of advertising automation is being realised as it becomes the dominant way of doing business – that is the “the beauty” of programmatic, according to one top Disney executive.
“The year to come is, for me, programmatic,” said Matt Barnes, VP, Automated Sales, Disney Advertising, in this video interview with Beet.TV editorial director Lisa Granatstein.
“The insights are going to allow us to really identify what performance means so that we are all on the same page – publisher, advertiser, agency.”
Always-on measurement
Barnes said that Disney has partnered with Innovid for the past two years, and that the relationship is built on the latter’s ability to provide always-on measurement.
This allows advertisers to tap into data at any time, he said. Disney offers this service to all of its advertisers.
“The ability to provide always-on measurement to advertisers, so they could tap into it anytime, is one of those things that really sets that relationship apart,” he said.
Up and down the funnel
Barnes explained that understanding consumer actions are important because it allows Disney to understand how to evolve and optimise campaigns. The ability to make changes in real time is “the beauty of programmatic”, he said.
Barnes explained that the automation now inherent within programmatic allows Disney to drive success up and down the funnel, whether an advertiser wants to focus on awareness or mid-level results. This is what he is most excited about in the coming year, he said.
“It allows us to become so much more successful with our clients because of that promise of what automation brings to the table,” Barnes said.
“It allows us to make optimizations in real time. It allows us to drive towards many different results – (for example, if) it’s an advertiser that wants to really focus on awareness, but they also want to drive mid-level results as well.”
You’re watching “The Publisher’s Playbook: Navigating Streaming, Advertising & Growth in 2025”, a Beet.TV Leadership Series at CES 2025, presented by Innovid. For more videos from this series, please visit this page. You can view all of our CES 2025 content here.
