Talking with ADWEEK in May, Ferro previewed negotiations, noting that Disney was already in talks with every major holding company. According to Ferro, currency and adtech were big topics of conversation.

“They want to understand how we’re coming to market and what’s going on with currency because Nielsen rolled out big data—there was a lot of momentum around it, but it’s still in conversations on if it’ll be adopted or not as part of this upfront,” Ferro said. “We’re ready and willing to transact with partners however they want to. Those are the conversations.”

In addition to its traditional negotiations, the company also announced at Cannes Lions that it was courting more mid-market advertisers by making its identifier, officially called “Disney’s BridgeID,” more accessible across the ad industry.

Further enticing advertisers, Disney is introducing its joint venture Venu Sports streamer alongside Warner Bros. Discovery and Fox this fall. According to Ferro, the product will add incremental reach to the company’s distribution strategies.