Disney adds Hulu to upfront deals to bolster streaming pitch to advertisers

A year after taking full control over Hulu, Disney will sell the streaming service’s inventory alongside the media company’s own linear TV and digital inventory in this year’s upfront marketplace. “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. Disney has created a new advertising program called Disney Hulu XP for advertisers to buy ads across Hulu and Disney’s digital video inventory, including streams of its TV shows and live sports, as part of a single deal. Advertisers will be able to buy Disney Hulu XP as a standalone option or within a broader deal with Disney. As part of the program — which will be available for campaigns starting Oct. 1 — Disney will guarantee that ads reach the advertiser’s target audience and will also guarantee that advertisers will only pay when people watch an ad to completion.

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