Save your seat for Streaming Media NYC this May. Register Now!

How Disney Streaming Will Approach its New Ad Tier

With the recent increase of ad-supported subscription tiers, streaming services must find new ways to form workflows that best meet both advertising regulatory standards and the data needs of their advertisers. Nadine Krefetz, Consultant, Reality Software and Contributing Editor, Streaming Media, talks with Jackie Donaldson, Streaming Strategy Consultant, about the most important things to consider with ad tier workflows.

“Everybody's heard that we're launching an ad tier in Disney+ by the end of the year,” Donaldson says. “What that means is there's a huge lift in terms of identifying the user.” Donaldson emphasizes that because Disney+ is a global platform, it is essential to understand the different regulations around advertising in various regions and how to differentiate what that means for a platform’s users.

“The existing Disney+ environment is simply a kid's profile and then everybody else, but because of the regulations here in the U.S., and, quite frankly, in other regions, it's even stricter, we have to find a workflow that identifies the age of the participants, so that we're serving the correct ads and abiding by the laws in every region. That required us to rethink our entire identity and user workflow from beginning to end,” Donaldson says.

“So does that mean you also have younger kids and older kids as well?” Krefetz asks.

“That’s right,” Donaldson says. “For example, COPPA (Children's Online Privacy Protection Rule) here in the U.S. does have regulations around kids that are 13 and younger, and specifically that means you cannot share any of their data. And the problem with that is a lot of advertisers don't want to produce ads that do not provide them with the data share information. So, it's really a new model on how you approach the advertisers in the market.” Donaldson highlights that because Disney’s platform and brand are family-friendly, “We want to make sure that our users are protected and that they're not seeing any advertising that does not meet both the regulatory [and] also our own internal standards of ethics for users that we would consider to be children, which is good.”

Learn more about ad-supported streaming at Streaming Media West 2022.

Watch full-session videos from Streaming Media Connect 2022.

Streaming Covers
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

How to Optimize Family Co-Viewing, Create Dynamic Partnerships, & Know When to go IO or Programmatic

What are some of the best approaches for advertising strategies that incorporate both direct and programmatic partnerships, and how can advertisers looking to expand their reach best optimize the rising trend of co-viewing experiences? Jennifer D'Alessandro, Head of Ad Sales and Marketing at Future Today, a leading CTV monetization solutions provider, provided some key insights into these current trends in the streaming marketplace.

As Netflix Goes Hybrid, Zype CEO Ed Laczynski Talks OTT's Ad-Tiered Present and Future

As last week brought the long-awaited, and arguably overhyped debut of Netflix's new ad tier, I had the chance to sit down with Ed Laczynski, CEO of enterprise OTT app and platform builder Zype—a perennial Streaming Media 50 honoree—to talk about what Netflix's move means in the context of the ever-evolving OTT monetization landscape, and get some perspective on longtime, current, and emerging trends. We also talked a bit about how will impact the current and coming ad inventory ecosystem.

How to Build Personalized Ad Experiences

How much can the personalization of advertising experiences increase user engagement and ultimately help to reduce churn from ad-supported streaming tiers? Evan Shapiro of ESHAP, Darcy Lorincz of Barrett-Jackson Auction Company, and Dina Ibrahim of San Francisco State University talk about the rise of deeply immersive catered ad experiences and the increase in monetization ownership in the era of services like Patreon and Discord.

Why FAST Is Growing Slower Outside the U.S.

Sony's Nick Colsey, XUMO's Stefan Van Engen, and Amagi's Paul Brickel discuss advertising and other factors that impact Free Ad-Supported TV (FAST)'s global maturation and expansion in this clip from Streaming Media Connect 2022.

Addressability and Connected TV Advertising

Philo Director of Advertising Partnerships Aulden Kaye explains how addressability defines the value proposition for Connected TV advertising in this clip from Streaming Media Connect 2022.

How Pluto TV Pivoted From AVOD to FAST

Pluto TV CTO & EVP Vibol Hou discusses Pluto TV's evolution from an AVOD OTT service to a FAST provider in this clip from an interview with Streaming Media's Eric Schumacher-Rasmussen at Streaming Media West 2021.

How Inconsistent Reporting Hurts FAST Channels

Laugh Out Loud CEO Jeff Clanagan explains how the inconsistent metrics reported by different OTT platforms makes it difficult for ad-supported channels to evaluate and analyze their viewership and their channel's monthly performance in this clip from Streaming Media Connect 2021.

How Fast is Addressable TV Advertising Growing?

Streaming Media's Tim Siglin and Harmonic's Rob Gambino discuss findings from a recent streaming industry survey on the timeline for new and expanded investments in addressable advertising and why it hasn't taken the industry by storm in this clip from Streaming Media Connect 2021.

Companies and Suppliers Mentioned