DISNEY CONSOLIDATES ADVERTISING TECH TEAMS, LED BY HULU’S JEREMY HELFAND

Disney’s technology group inside the Direct-to-Consumer and International division will merge ad-tech operations into one team, which will be led by Hulu vet Jeremy Helfand. “Advertising is a critically important aspect of Disney’s business, and the future of advertising requires a new level of viewer-first innovation powered by the industry’s most advanced TV ad platform,” said Aaron LaBerge, EVP, and CTO of DTCI Technology.

The Advertising Platforms team matches the unified structure of Disney Advertising Sales, which encompasses Hulu as well as broadcast, cable, and digital platforms under the management of Rita Ferro. The new Platforms unit brings together existing workers from Hulu and DTCI’s Advertising Product and Technology groups to develop the strategies, technologies, tools, and products for linear, streaming, and digital advertising.

Helfand previously led all ad-tech and product innovation efforts at Hulu, which has become a significant player in ad-supported streaming, booking USD 1.5 billion in revenue in 2019. He will help Disney’s Advertising Sales transform the company’s advertising landscape and unify the ad platform revolving around automation, data and measurement, and differentiated ad experiences. "Jeremy is an accomplished, business-focused technology leader, whose teams have turned great ideas into groundbreaking technologies and products," LaBerge said.

The new unit will simplify the process for advertisers to buy ads consistently across all Disney products for traditional television, streaming, and digital. It will also help develop and refine new ad products that correlate with modern TV viewing, such as binge ads.