Why Disney Built Its Own Ad Server for Disney+ and Hulu — and What the YODA Does

“Do or not do. There is no try.” — Yoda (“The Empire Strikes Back,” 1980) Disney’s prowess as an entertainment powerhouse is undisputed. Aaron LaBerge, chief technology officer of the Disney Media & Entertainment Distribution (DMED) division, argues that the company also has also built an industry-leading competency in ad tech. Over the last several years, LaBerge’s team has created its own advertising-delivery stack from the ground up, centered on the proprietary Disney Ad Server. The company deployed the new Disney Ad Server on Hulu last year — and it’s now also powering Disney+ with ads, which launched last month…. Read Full Article