“Do or not do. There is no try.” — Yoda (“The Empire Strikes Back,” 1980) Disney’s prowess as an entertainment powerhouse is undisputed. Aaron LaBerge, chief technolog…
’s prowess as an entertainment powerhouse is undisputed. Aaron LaBerge, chief technology officer of the Disney Media & Entertainment Distribution division, argues that the company also has also built an industry-leading competency in ad tech.
Over the last several years, LaBerge’s team has created its own advertising-delivery stack from the ground up, centered on the proprietary Disney Ad Server. The company deployed the new Disney Ad Server onlast year — and it’s now also powering Disney+ with ads, which launched last month. Currently, the Disney Ad Server delivers some 500 million ad impressions per day.
“What you saw with ads on Disney+ was the first product to launch on that ad server from end-to-end perspective,” says LaBerge. Why did Disney build its own proprietary technology for digital ads? According to LaBerge, owning that piece of the chain gives the company greater flexibility and control, in order to prioritize delivery behavior for ad clients and its own business. At the same time, the Disney Ad Server is designed to be able to integrate with partner ad solutions — on Disney’s own timetable, without having to rely on a third-party vendor, as some streaming rivals do.
The development of the Disney Ad Server is “focused on our continued commitment to the advertising business,” LaBerge says.launched Dec. 8Execs will likely shed some light on the Disney+ ad-supported tier when the Mouse House reports December 2022 quarter earnings on Feb. 8. It will be the first call with
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