Natalee Geldert Says Scale of Disney Hulu XP Will be Huge

Reflecting the growing importance of streaming to TV companies as they sell advertising, Disney will sell Hulu inventory alongside its linear TV and digital inventory in this year’s upfronts. According to Digiday, “We’re going to market as one portfolio, so we will be negotiating upfronts with Hulu incorporated into those deals going forward,” said Lisa Valentino, evp of client and brand solutions at Disney Advertising Sales.

PMG’s Natalee Geldert shared how she thinks this will be a strong move by Disney. “Hulu is big; Disney is bigger. So that additional scale that would come and be layered in on top of it, it seems like such a valuable data source that is proprietary to them and only them.” She added, “The scale is just going to be crazy.”

In addition to adding Hulu to its upfront pitch to advertisers, Disney will also adopt the streaming service’s guidelines on viewer frequency during an advertiser’s programmatically purchased campaigns across Disney’s digital properties and Hulu.”