The American entertainment and multimedia group Disney is planning to introduce personalized advertising for viewers watching content on their streaming platform Disney Plus. According to the new plan, advertisers will be able to upload different versions of their ads to Disney Plus, and artificial intelligence will select the most suitable version based on each viewer's settings.
It should be noted that Disney is also looking to develop placements for showing products, advertised on their platform, and viewers will be able to purchase items that appear during the viewing of programs or films on Disney Plus, directly through their applications.
According to Disney, around 157 million people watch their content with ads across three streaming services, and approximately two-thirds of this audience is located in the United States.
In contrast, the steadily growing platform Netflix, controlling a large part of the streaming service market, attracts advertisers, distancing them from traditional television. According to recent data, Netflix has over 70 million subscribers of streaming services with ads.
