Disney opens its inventory to measurement partners and more DSPs

Disney this week announced it is allowing third-party vendors to measure its video ad inventory, and that its inventory is now available across 30 DSPs (demand side platforms), representing large scale, midmarket and local platforms.

New Disney video ads capabilities
Disney video ads capabilities

Disney this week announced it is allowing third-party vendors to measure its video ad inventory, and that its inventory is now available across 30 DSPs (demand side platforms), representing large scale, midmarket and local platforms.

Disney says inventory will be transacted through private marketplaces or invite-only auctions. Disney has developed first party audiences including demo (age and gender); geography (State/Designated Market Area) and Audience Segments.

Measurement vendors include DoubleVerify, Moat, IAS, AdForm, DCM, Extreme Reach, Flashtalking, Innovid, Jivox, and Sizmek.

Disney enables Cuebiq and Foursquare to measure foot traffic, Data Plus Math and iSpotTV to provide reach and frequency insights, Kantar to measure brand lift, and InnovidXP for web and app conversion.

One additional update was new creative lengths ranging now from 15 seconds to 90 seconds, and midrolls.

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