Disney joins Nielsen’s addressable TV beta programme

Disney joins eight other TV companies participating in the programme – A+E Networks, AMC Networks, CBS, Discovery, Fox, NBCUniversal, Univision and WarnerMedia.

Insights from the beta programme will be used to help Disney understand how the technology fits into its existing advertising ecosystem.

The scheme, which began in January, is set to launch commercially later in the year. It allows users to switch linear campaign ad spots on or off for addressable ads based upon how the campaign is performing.

Kelly Abcarian, general manager, advanced video advertising, Nielsen, said: "We look forward to working with Disney to scale the value of addressability."

She added it would allow Disney to bring together "content with advanced audience delivery capabilities".