Disney Advertising Sales is expanding the on-screen commerce opportunities available to advertisers.

Disney calls its on-screen shopping product Gateway Go. Speaking at Disney’s Technology and Data Showcase Thursday, Jeremy Helfand, senior VP ad platforms at Disney Ad Sales, said Gateway Go is being rolled out across movies and live programming.

Also: Disney Plus Launching Ad- Supported Service in Late 2022

“The time is right to take commerce to the next level. No one in TV has gotten commerce right. We will,” he said.

The pandemic has pushed people to watch more movies on the small screen.

“We want to help you reach those cinema loves. And, for the first time, we’re bringing new opportunities to film, without disrupting the viewer’s storytelling journey,” Helfand said.

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One execution recalls the “Let’s all go to the lobby” jingle that used to play in movie theaters to encourage viewers to buy and consume snacks and other concessions at home.

A “Know Your Movies!” trivia format is also available. Viewers can either play against the friends and family they’re watching with in person, or against other viewers via their remote control. Advertisers can also offer discounts and rewards.

Also: Disney’s Rita Ferro Aims To Triple Upfront Diversity Commitments

Helfand said Disney will also be introducing its interactive ad products on ESPN.

“Imagine as an advertiser having your product digitally placed inside a live game tied to a commerce driven experience for fans. That’s going to be possible,” he said.

Disney expects commerce through the TV to pick up steam. Helfand pointed to research showing that 71% of viewers seek information on second screen while watching the big TV, 35% actively purchase from the living room and 82% of direct-to-consumer shoppers take action when seeing an ad on streaming. 

In the last year Disney 70 advertisers have activated Gateway Go,  Helfand said. 

One, Smile Direct used Gateway and Disney put together a measurement plan to connect upper funnel awareness metrics with lower funnel activity. The campaign increase brand favorability by 150% and consideration by 67%.■

The Department of Commerce has issued an interim rule for securing the Information and Communications Technology (ICTS) supply chain and Americans' data, and as part of that has identified six countries/regimes as adversarial threats to that chain.

They are the People’s Republic of China (China), the Russian Federation (Russia), the Islamic Republic of Iran (Iran), the Democratic People’s Republic of Korea (North Korea), the Republic of Cuba (Cuba), and Venezuelan politician Nicolás Maduro (Maduro Regime).

Also Read: Commerce Restricts Exports to SMIC

“Aggressively securing the ICTS supply chain will protect American citizens and businesses from vulnerabilities that could undermine the confidentiality, integrity, and availability of their personal information or sensitive data by malicious foreign adversaries and those who wish harm on the United States,” said Commerce Secretary Wilbur Ross.

In May 2019, President Trump issued an executive order that gave Ross the authority to nix certain ICTS transactions that were “designed, developed, manufactured, or supplied by persons owned by, controlled by, or subject to the jurisdiction or direction of foreign adversaries.” 

Also Read: Commerce Expands Huawei Restrictions

The rule, which is effective 60 days from its publication in the Federal Register, "allows the Department to promulgate regulations to create the processes and procedures that the Secretary of Commerce will use to identify, assess, and address certain transactions."

Given the timing, it will be up the the Biden Commerce Department to follow through with a permanent rule if it chooses to do so.

White House officials speaking on background said the rule does not prohibit technology or ban imports. Instead, it sets up a process by which suspect tech transactions can be referred to the Secretary of Commerce, that conern investigated, and within 180 days of the referral the secretary will either block, prohibit, or mitigate that transaction. 

As to the timing of the interim rule only days befor Commerce comes under new management, the officials says they expected the Biden Administration would see the need for the rule, but did not want to wait any longer to come out with the rule. 

They said the rule provides a government-private sectors sharing structure for identifying sensitive technology--wireless backbone, controlling software, hardware--in sensitive sectors and making sure the supply chain is as secure as possible, similar to the Committee on Foreign Investment in the United States (CFIUS) reviews of certain transactions that involve foreign investment in U.S. companies. But if a sale--the rule does not cover investment--had already passed CFIUS review, it would not get a second vetting under the rule. 

Among the tech target for review would be software that facilitates the transfer of information. Asked whether than doesn't cover basically any software, the officials said they were only talking about software used by more than 1 million people at any time during the previous 12 months.

Also targeted is tech integral to data hosting of computer services and lcoal area network (LAN) technologies.

Saying the move was to ensure the U.S. is a player in international tech standards, the Department of Commerce said U.S. companies can disclose technologies--5G, autonomous vehicles, artificial intelligence--to Huawei even though it has declared that company to be a national security threat. 

That disclosure has to be in the setting of a standard-setting body and can only be technology that could have been disclosed to the Chinese telecom before it was put on the Entity List. That is the list of companies that U.S. firms are not supposed to supply with U.S. tech. 

"This action is meant to ensure Huawei’s placement on the Entity List in May 2019 does not prevent American companies from contributing to important standards-developing activities." That is because Huawei has "pervasive participation in standards-development organizations," said Commerce. 

Specifically, Commerce is amending the Huawei entity listing that tech can be disclosed "for the purpose of standards development in a standards-development body without need for an export license." 

Secretary of Commerce Wilbur Ross said the change will ensure "the U.S. industry’s ability to more fully contribute to standards-development activities in the telecommunications sector," given that "[i]nternational standards serve as the critical building blocks for technological development by enabling functionality, interoperability, and safety. U.S. participation and leadership in standard-setting influences the future of 5G, autonomous vehicles, artificial intelligence, and other cutting-edge technologies. 

“The United States will not cede leadership in global innovation. This action recognizes the importance of harnessing American ingenuity to advance and protect our economic and national security,” said U.S. Department of Commerce Secretary Wilbur Ross. “The Department is committed to protecting U.S. national security and foreign policy interests by encouraging U.S. industry to fully engage and advocate for U.S. technologies to become international standards.” 

“We are encouraged by the U.S. Department of Commerce’s plans to issue a regulation that clarifies U.S. companies’ ability to participate in international standards development activities,” said Naomi Wilson, senior director of policy, Asia, for tech policy group ITI. “Confusion stemming from the May 2019 entity list update had inadvertently sidelined U.S. companies from some technical standards conversations, putting them at a strategic disadvantage. We hope this measure will provide much-needed clarification and allow companies to once again compete and lead in these foundational activities that help enable the rollout of advanced technologies, such as 5G and AI, across markets. We look forward to reviewing the rule once posted and working with the administration on implementation.”

AT&T has been awarded the multi-billion-dollar, 25-year contract to build and maintain FirstNet, the interoperable first responder public safety network proposed by the 911 Commission well over a decade ago following first responder communication failures during the attack's tragic aftermath.

Commerce secretary Wilbur Ross made the announcement Thursday at a signing ceremony. The network is a $46.5 billion public/private partnership with Commerce. Ross said the network will create 10,000 jobs initially and thousands more down the line.

Essentially, FirstNet will have priority use of spectrum whenever it is needed for emergency communications. It was funded through the FCC's AWS-3 wireless spectrum auction. If the AWS-3 auction had not covered it, the money would have had to come out of the broadcast incentive auction.

AT&T CEO Randall Stephenson said AT&T was honored to build the network for first responders that he said would be "second to none."

He said AT&T would spend $40 billion on the network beginning this fall, creating those 10,000 jobs over the next two years. "We're ready to get started," he said, and thanked Ross for the opportunity. At the contract signing, Stephenson turned to Ross and emphasized AT&T's $40 billion. Ross responded: "$46.5 billion." That $6.5 is the government's contribution via the spectrum auction proceeds.

AT&T also said in a statement on the contract that it will give first responders access to its existing network assets, which the company valued at more than $180 million.

In addition to Ross and Stephenson, among those on hand for the announcement were FCC chairman Ajit Pai and House Energy & Commerce Committee chairman Greg Walden (R-Ore.). Walden was a prime mover behind the spectrum auction legislation of which FirstNet was an important part. Ross called him "the godfather" of the FirstNet project, along with Sen. Jay Rockefeller (D-W.Va.), former chair of the Senate Commerce Committee.

Walden thanked staffers David Redl and Ray Baum for their work on the project, and gave shout outs to Communications Subcommittee Chair Marsha Blackburn (R-Tenn.), and Democrats Anna Eshoo (D-Calif.) and former House E&C Chairman Henry Waxman (D-Calif.), who was in the audience, for their work as well.

Walden commended the FirstNet board and execs. He pointed out that as a former small market radio owner, he knew the value of having instant communications. "This is a huge step forward," he said. He also thanked the FCC, particularly under the "able leadership" of Pai.

Blackburn thanked first responders. She said FirstNet would bring safety "to our communities and our streets." She said she was pleased AT&T would be part of the process of building out the network, and showing that government and the private sector can get together to solve problems. She said her subcommittee will be a part of the proces as well.

Pai said the first task of any nation is to keep its people safe, which is difficult in a digital age.

He said he was honored to congratulate FirstNet, calling the signing ceremony a capstone of years of work. He thanked all those in Congress who helped push FirstNet across the finish line. He said FCC was committed to the network, pointing out the FCC had freed up the 20 MHz of spectrum in the 700 M

The announcement followed the FirstNet board's unanimous authorization for FirstNet CEO Mike Poth—or someone he designated—to finalize awarding of the contract, a move that drew the praise of the Competitive Carriers Association, whose members are ready to team up with the winner to help reach the rural areas they serve.

In August, the board approved $6.5 billion in support of the contract—though the network could ultimately cost much more—and in December unveiled a plan for the first three months after the award is granted, which should be kicking in Thursday. 

FirstNet also earlier this month resolved a complaint about the contract-awarding process, paving the way for the award.

"FirstNet today took a major leap forward in delivering a dedicated national network that will give first responders the bandwidth, speed, security, and reliability they clearly need," said Telecommunications Industry Association senior VP Cinnamon Rogers. "We applaud FirstNet for its expeditious work to finalize this decision, and we believe AT&T understands the challenges of this project and has the experience and leadership needed to drive it forward. The two organizations will now begin the vital work of building a network that leads to more efficient public safety communications—and ultimately, saves lives."