This is the latest shakeup for Disney’s D2C business following last month’s departure of segment head Kevin Mayer.
The new Advertising Platforms team will be led by Hulu’s VP and head of advertising platforms Jeremy Helfand. It will bring together Hulu’s DTCI Advertising Product and Technology’s teams with a remit to develop tech, tools and products for linear TV, streaming and digital advertising.
In particular, the group will focus on the development of a Disney-wide advertising platform, support for its cross-platform offerings and the expansion of programmatic ad buying and selling platforms.
In total, the Advertising Platforms team is made up of nearly 3,500 employees which ranges from engineers to data scientists.
Aaron LaBerge, EVP and CTO of DTCI Technology, said: “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. Jeremy is an accomplished, business-focused technology leader, whose teams have turned great ideas into groundbreaking technologies and products.”
This move also comes after Disney unified its Advertising Sales decision under Rita Ferro earlier this month.