{"id":3073,"date":"2022-06-27T01:09:46","date_gmt":"2022-06-27T05:09:46","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/06\/27\/is-disneys-developing-tech-stack-a-canary-in-the-google-coalmine\/"},"modified":"2022-06-27T01:09:46","modified_gmt":"2022-06-27T05:09:46","slug":"is-disneys-developing-tech-stack-a-canary-in-the-google-coalmine","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/is-disneys-developing-tech-stack-a-canary-in-the-google-coalmine\/3073\/","title":{"rendered":"Is Disney\u2019s Developing Tech Stack a Canary in the Google Coalmine?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Michael Nevins, Equativ, Chief Marketing Officer<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019m sure more than a few industry eyebrows were raised upon reading the recent report that <a href=\"https:\/\/digiday.com\/future-of-tv\/how-disney-is-using-its-audience-data-and-hulus-ad-tech-to-compete-with-google-meta-and-amazon\/\" aria-label=\"Disney is making major headway click to read on digiday dot com\">Disney is making major headway<\/a> in integrating Hulu\u2019s ad server and attribution tool as the pillars of a broader companywide tech stack.\u00a0 With vigorous positions in traditional TV, Streaming and digital as part of a growing portfolio, it is a huge priority for Disney to stitch together a back-end technology that can seamlessly coordinate ad buys across all of its properties.\u00a0 And with that coordination, come benefits of efficiency, scale and performance that Disney\u2019s mountain of first-party audience data will unleash.\u00a0 This comprehensive, cohesive data tech infrastructure will deepen the already strong brand affinity that the company has with audiences across its full suite of properties.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The implications of that scenario are obvious for Disney but the impact it would have on the broader ecosystem could be profound, possibly game-changing.\u00a0 Because if Disney succeeds in erecting a proprietary ad tech infrastructure, it will mean nothing less than the disintermediation of Google. Google would no longer be able to disrupt Disney\u2019s powerful direct audience and brand relationships, and the ripple effect of that hypothetical could be tidal for the entire ecosystem.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But I pen this piece not as an exercise in wishful thinking but more as inspiration for action today. Because even non-Disney-sized publishers still have the opportunity to take similar steps in creating more control, power and flexibility around their content and data assets that will accelerate growth plans.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While most publishers don\u2019t have the resources and dollars to replicate Disney\u2019s moves,\u00a0 they could be inspired to achieve the same end result of greater control of their audience relationships.\u00a0\u00a0 Even if they can\u2019t build their own high-powered tech stacks, there are plenty of other options that reside between Google and total self-sufficiency including partnering with\u00a0 independent SSP tech stacks that provide what Google does but with a greater level of flexibility, control and transparency.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As for the red-hot CTV space, these nascent players can avoid the same mistakes that their digital desktop predecessors made. New CTV channels need to really think hard about which partners will allow them to customize their tech stacks and best protect audience and data.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">U.S. publishers, if you need any further inspiration than what is going on in Burbank with Disney, you might want to cast your sights across the pond.\u00a0 Increasingly leading publishers are exploring new digital ad relationships beyond Google.\u00a0 All across Europe and beyond, Tier 1 publishers such as Le Monde are starting to experiment with alternate ad tech permutations that would wean themselves off of their overreliance on Google.\u00a0 This shouldn\u2019t come as a surprise as European publishers have never been shy about trying to set new paradigms.\u00a0 European companies were among the early adopters and evangelists of mobile advertising and more than any other global market, Europe has walked the walk on consumer privacy.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While there seems to be an emerging regulatory antitrust scenario that could play out in the next few years, restoring greater competitive balance to the digital ad marketplace, it would be folly for U.S. publishers to <em>bank on<\/em> a U.S. governmental third-party to rebalance the playing field.\u00a0 Even if this were to happen, it wouldn\u2019t come to fruition overnight.\u00a0\u00a0 It is incumbent upon media brands to take control of their own destinies now in a way that positions them for sustainability and future growth.\u00a0 With the increasing proliferation of social media platforms and retail media, publishers now have the ability to cast a wider net of potential partners supported by revamped, more transparent tech stacks that are favorable for publisher control, data protection and monetization because they are neutral and non-competing.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The historical dominance of the walled gardens doesn\u2019t have to be forever.\u00a0 Industry dynamics in 2022 are uncertain and in flux in a manner that digital advertising has never experienced.\u00a0 With the current efforts to replace traditional digital ad IDs facing stiff headwinds, coupled with consumer privacy and regulatory heat turned up,\u00a0 this current chaos actually presents the opportunity to innovate and transform.\u00a0 Certainly, the vertical integration within ad tech in recent years that is more intimately aligning supply and demand, could be a powerful engine to create a multi-polar marketplace.\u00a0 Private gardens could be tilled, where premium content is being underwritten by brand dollars while being supported by more sophisticated, independent publisher tech stacks that generate greater value for both marketers and publishers.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The historical dominance of the walled gardens doesn\u2019t have to be forever.\u00a0 Industry dynamics in 2022 are uncertain and in flux.<\/p>\n","protected":false},"author":7,"featured_media":3074,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5,6],"topics":[2],"class_list":["post-3073","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","tag-tech","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Is Disney\u2019s Developing Tech Stack a Canary in the Google Coalmine? | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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