Disneys Barnes Sees Programmatic Dominating Advertising Beet.TV [Video]

LAS VEGAS — The promise of advertising automation is being realised as it becomes the dominant way of doing business – that is the “the beauty” of programmatic, according to one top Disney executive.

“The year to come is, for me, programmatic,” said Matt Barnes, VP, Automated Sales, Disney Advertising, in this video interview with Beet.TV editorial director Lisa Granatstein.

“The insights are going to allow us to really identify what performance means so that we are all on the same page – publisher, advertiser, agency.”

Barnes said that Disney has partnered with Innovid for the past two years, and that the relationship is built on the latter’s ability to provide always-on measurement.

This allows advertisers to tap into data at any time, he said. Disney offers this service to all of its advertisers.

“The ability to provide always-on measurement to advertisers, so they could tap into it anytime, is …