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Back in March 2022, Disney announced a significant partnership with Samba TV, a data analytics company specializing in real-time television viewership tracking. The goal was to integrate Samba’s capabilities into Disney’s advertising ecosystem, capturing approximately 40% of Disney’s TV advertising inventory, including streaming platforms such as Disney+, Hulu, ESPN+, and their associated streaming services.
This collaboration was designed to bring sophisticated measurement tools to Disney, enabling precise targeting of advertisements based on real-time consumer data. The partnership marked a pivotal shift towards "programmatic buying," where advertisers can access a dashboard to purchase digital inventory seamlessly—eliminating many traditional middlemen and manual negotiations.