Disney Advertising and advertising technology company The Trade Desk have finalised a partnership agreement to power greater audience activation at scale programmatically.
This expanded deal marks yet another step to transforming how advertisers access Disney’s supply portfolio, rooted in secure data collaboration and powered by automation through Disney’s Clean Room technology.
With plans to launch an advertising supported subscription by the end of 2022 on its streaming platform Disney+, Disney wants to make its inventory as addressable as possible.
The new deal will see the two companies work together in connected TV and apply new post-cookie ad technology to target commercials to viewers.
Enabling advertisers to activate their own first-party data to enrich Disney ad impressions, driving relevance while also protecting consumer privacy.
This is a first-of-its kind integration between Disney’s proprietary Audience Graph and the open-source identity framework, Unified ID 2.0, within a secure environment.
Buyers will be able to discover more addressable, biddable inventory across the Disney portfolio, all validated by Disney’s proprietary Audience Graph.
Rita Ferro, president, advertising sales, Disney media & entertainment distribution, said: "This first-to-market capability sets the stage to empower access to the Disney portfolio, validated by powerful audience insights, in a way that’s automated and accessible.”
Disney continues to advance its efforts towards a data-informed, tech-enabled future rooted in audience innovation. For example, more than 40 clients and most major agencies today across all major categories have engaged in Clean Room strategies in collaboration with Disney leveraging its Audience Graph.
Disney’s agreement with The Trade Desk is a key milestone in enabling greater interoperability with the programmatic ecosystem at large while setting the stage to power better audience activation and measurement.
Moreover, it provides a path for advertisers to leverage their first-party data in biddable environments as the industry faces new disruption caused by the deprecation of third-party cookies.
Tim Sims, chief revenue officer, The Trade Desk said: “With this agreement, Disney and The Trade Desk are pioneering a new approach to audience addressability in a post-cookie environment.
“By creating interoperability between Unified ID 2.0 and Disney’s Audience Graph, we are unlocking the opportunity for our customers to activate their first-party data at scale programmatically, against some of the world’s most premium content, across all channels.
“As a result, advertisers will be able to deliver relevant advertising, while ensuring consumers have more control of their own privacy.”
Disney Advertising is implementing this expanded capability with advertisers over the next several months, while setting the stage to support interoperability across all demand partners and platforms.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.