Disney inked a landmark adtech deal with The Trade Desk. This makes it possible for brands to target automated ads across Disney’s linear and streaming properties using data matched on the back end from Disney and The Trade Desk. The deal will power greater audience activation at scale programmatically.
-In the era of third-party tracking that is fading away, this is one of the largest efforts to come up with a new system of ad targeting. It will likely spark more similar partnerships between media companies and big ad tech firms.
-Disney wants to make sure its inventory is as addressable as possible. The partnership with leading adtech company, The Trade Desk will enable advertisers to activate their own first-party data to enrich Disney ad impressions, improve ROI, and drive relevance while also protecting consumer privacy.
-Disney can sell more ads at scale with automation, and the Trade Desk partnership will allow advertisers to buy automated ads without giving up their ability to target them precisely.
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-In the deal, Disney integrates data from its Clean Room, a privacy-conscious repository of user data Disney gathers directly from its users. They then match it with personalized data created by a framework called Unified ID 2.0, promoted by The Trade Desk.
-This agreement will enable 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. As a result, buyers will be able to discover more addressable, biddable inventory across the Disney portfolio, all validated by Disney’s proprietary Audience Graph.
-Disney has previously said it wants to automate 50% of its business by 2026. At last year’s upfront advertising sales event, over 40% of the ad inventory Disney sold was automated. The deal will help them achieve the goal.
-Disney has years of experience with adtech and is working to strengthen its tech capabilities. A few months back, the company also inked an adtech deal with Horizon Media to measure ads.
-Disney is in partnership with Hulu has built its own server and has enormous experience in advertising VOD space.
-As the streaming advertising landscape becomes more competitive, The Trade Desk partnership surfaces just as Disney is working on its ad-supported tier for Disney+. Because this will work across Disney’s inventory and is designed to automate ad buying across channels and services, it makes sense that Disney+’s forthcoming ad-supported tier would be included in the future.
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.
Digital television advertising has long been a Disney forte, but now more streaming services, such as Netflix, are considering digital advertising.
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Aaron LaBerge, President, and Chief Technology Officer, Disney Media & Entertainment Distribution-
“Disney is reimagining our advertising platform to support a global and addressable future. We are uniquely positioned to match the world’s greatest content with next-generation products and technologies, through a secure and unified ad platform, and one-of-a-kind first-party data. The growth of our relationship with The Trade Desk is a milestone in addressability and automated buying at scale, and the latest step as we use technology to enable advertisers to buy once to deliver everywhere across Disney.”
-Tim Sims, Chief Revenue Officer, The Trade Desk-
“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.”
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