Disney+ looks to boost monetization with Hulu's ad-targeting features 

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 24, 2023, 2:33 PM GMT+0

The extension of Hulu's ad products and services to Disney+ is part of Disney's strategy to automate around 50% of its ad sales. 

Disney will reportedly extend some of Hulu's ad-targeting capabilities to Disney+ in April 2023. The Mickey Mouse company aims to make its full suite of products and services available across its streaming portfolio by July. 

Some of the early features that will be ported over to Disney+ include targeting capabilities for basic audience demographics like age and gender and certain geo-targeting elements. Once the suite is expanded in July, it will open the doors to 2,000 audience segments via the Disney Select first-party data platform.

Disney+ is looking to monetize its existing inventory better as the targeting capabilities become more refined. Many other streamers in the space already have similar capabilities.

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