iWorld
Disney advances live streaming ad technology in the US
MUMBAI: The Walt Disney Co has launched new advertising technology integrations to enhance live streaming monetisation on its platforms earlier this week. Advertisers can now programmatically bid on live inventory across Hulu and Disney+, including ESPN and ABC News content, through Disney’s proprietary ad server and Google’s Display & Video 360.
Senior vice president of ad platforms Amy Lehman highlighted the advancement in ad technology, enabling automated workflows for live ad inventory. Senior vice president of addressable sales Jamie Power confirmed that platforms like Google’s DV360, The Trade Desk, Yahoo DSP, and Magnite are now certified to leverage viewership spikes during live events.
The integration of Google’s Display & Video 360 instant deals via Disney’s real-time ad exchange (Drax) allows for rapid deal creation, streamlining the buying process. This builds on the existing Drax direct integration.
Disney is also deploying dynamic ad insertion (DAI) for live events on Disney+, extending the technology already available on Hulu, to enable personalised ad experiences. Lehman emphasised Disney’s leadership in live streaming, combining technological expertise with ad technology to meet market demand.
This move allows advertisers to target audiences during live events with increased efficiency and precision
e-commerce
American Express to acquire AI startup Hyper to boost automation
Deal targets expense management as AI reshapes corporate spending tools.
MUMBAI: From receipts to robots, the expense sheet is getting a brain upgrade as American Express moves to bring artificial intelligence into the heart of corporate spending. The company has announced plans to acquire Hyper, a relatively young but fast-rising startup founded in 2022 that builds AI-powered agents capable of organising expenses, generating reports, verifying compliance with budgets and policies, and nudging users with timely reminders. The deal, expected to close in the second quarter of 2026, underscores a growing shift among financial institutions to automate traditionally manual, time-heavy workflows.
Hyper counts Sam Altman among its backers, adding a layer of Silicon Valley credibility to the acquisition. While financial details remain undisclosed, the strategic intent is clear: deepen automation capabilities and sharpen American Express’s position in the competitive corporate spending ecosystem.
The two companies are not strangers. They previously collaborated in 2024 on a co-branded credit card product, suggesting that the acquisition is less a cold buy and more an extension of an existing relationship. With this move, American Express is effectively bringing that capability in-house, aiming to embed AI directly into its commercial services stack.
Chief executive Stephen Squeri had already signalled the direction of travel in a recent shareholder letter, describing AI as a “structural shift” in how businesses operate. The Hyper acquisition appears to be a direct response to that shift, particularly in expense management, where processes such as approvals, compliance checks and reporting remain ripe for automation.
Alongside the acquisition, the company is also expanding its product suite. A recently launched business credit card offers cashback and benefits at an annual fee of $295, with another card expected later this year moves that complement its broader push into commercial services.
Taken together, the strategy points to a future where managing expenses may require fewer spreadsheets and more algorithms. For American Express, the bet is simple, if businesses are rethinking how work gets done, the tools that power that work need to evolve just as quickly.
