Robert Iger told the Fortune Brainstorm Tech conference in California last week that media companies should use individual tracking data to target ads and argued that younger people "don't care" about the privacy aspects around this.
He said he was "actually pretty bullish about what technology is going to allow in terms of behavioural tracking. I think we are going to have information to sell to marketers."
Iger was a member of the conference's "Digital Kingdom: New Business Models For a Media Giant" panel.
Advertising will grow more sophisticated as media firms begin tracking consumer preferences and selling the data on to advertisers, he said.
Iger acknowledged privacy concerns about behavioural targeting, but argued that such complaints generally came from older consumers.
"Kids don't care," Iger said, adding that his own adult children "can't figure out what I'm talking about" when he asks them about their online privacy concerns.
Media companies can boost online sales by either selling consumer information or by marketing directly to consumers based on individual tastes.
"If we know that you've gone online and looked at five different autos online, you are a great consumer for us to serve up a 30-second ad for a car," Iger said.
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