This article is part of a series of articles from the WARC Guide to connected TV. Read more
Connected television (CTV) has the potential to transform what once represented the ultimate lean-back medium into a compelling, lean-in shopping experience for consumers. That, and its superior targeting capabilities, are reasons why CTV is a major new strategic focus for some of the traditional broadcasters.
Few organizations mix entertainment and commerce as well as The Walt Disney Company, a media giant with a portfolio that includes, among many different properties, the Disney+ streaming platform, cable mainstays FX and ESPN,...