Part 4/11:
This trend toward automation signifies a broader industry shift: digital ad buying increasingly relies on AI and data analytics to maximize profitability. Disney’s plan involves replacing substantial parts of its sales force with intelligent systems that can decide who to target, what to show, and when—all almost instantaneously.
The Rise of Programmatic Buying & Consumer Data Exploitation
The shift toward programmatic buying—an industry-standard process—gives advertisers dashboards to purchase ad space directly, bypassing traditional sales personnel. This process is complemented by consumer data gathered via Samba TV, which monitors millions of TV sets and households.