Disney Advertising has certified Google Display & Video 360 as one of the first demand-side platforms for live sports and entertainment advertising, marking a significant advancement in live streaming advertising technology.
Disney has launched a certification program for live sports and entertainment advertising, alongside introducing biddable deals for live sports. The initial certification recipients include Google Display & Video 360, The Trade Desk, and Yahoo DSP, with Magnite joining as the sole third-party supply-side partner at launch.
According to Jamie Power, SVP of Addressable Sales at Disney Advertising, the live-streaming landscape demands new advertising approaches. The traditional standards no longer meet current market needs, particularly as live streaming viewership continues to experience significant growth.
Technical Requirements
Disney's certification standards require platforms to demonstrate several key capabilities:
- Real-time bid response scaling in live environments
- Adaptation to sudden spikes in live viewership with increased bid density
- Pre-approved creative pre-ingestion abilities
The certification enables advertisers to capitalize on spontaneous moments during live events. For example, during unexpected overtime situations in sports events, brands can now dynamically adjust their advertising strategy. This new technology overcomes previous limitations of traditional systems that weren't designed for streaming-first environments.
Matt Barnes, VP of Programmatic Sales at Disney Advertising, highlighted that sports advertising requires unique biddable advertising strategies. The certification addresses the limitations of traditional media planning, which often missed opportunities during peak engagement moments in live games due to standard rules and frequency caps.
