The technology group inside Disney’s Direct-to-Consumer and International division is combining ad-tech operations into a single team to be led by Hulu vet Jeremy Helfand.

The effort includes what the company says will be a long-term development of a “unified ad platform.”

A company statement says that “the new group will allow the company to focus on key areas that will deliver value to brands in a converging linear and digital landscape” including but not limited to;

The long-term development of a unified ad platform, along with ongoing support for cross-platform offerings like Disney Hulu XP;

Expansion of viewer-first advertising experiences – including development of new formats that improve advertising for both viewers and brands across Disney media properties;

Advancing the automation of advertising with expansion of programmatic buying and selling platforms;

Leveraging data in smart, high-integrity ways to deliver consumer insights, expand addressability and ensure end-to-end attribution across media buys;

Increased accountability and return on investment for advertising clients.

In particular, the group will focus on the development of a Disney-wide advertising platform, support for its cross-platform offerings, and the expansion of programmatic ad buying and selling platforms.

The Advertising Platforms team is made up of nearly 3,500 employees which range from engineers to data scientists. The group is responsible for the design, development, and consumer experience of over 200 Disney’s branded digital products, including ABC, ABC News, Disney, DisneyNow, ESPN, FX, Marvel, National Geographic, and Star Wars. It also manages advertising technology and products; data platforms; and worldwide digital and linear media distribution.