Disney taps The Trade Desk following cleanroom advertising breakthrough
Disney has extended its links to advertising technology company The Trade Desk following a year of work behind the scenes to advance its audience strategy.
The relationship paves the way for improved audience activation and measurement
Laying the groundwork for the partnership last October, with the adoption of cleanroom technology to provide advertisers with greater access to audience data without jeopardizing customer privacy, Disney has since worked with over 40 advertisers and agencies on its safety-first marketing tools.
Supporting audience activation at scale programmatically, the relationship introduces full interoperability between Disney’s proprietary audience graph and the open-source identity framework, Unified ID 2.0, to furnish buyers with addressable, biddable inventory across Disney’s portfolio.
Aaron LaBerge, president and chief technology officer at Disney, said: “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 at The Trade Desk, added: “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 privacy.”
The relationship paves the way for improved audience activation and measurement, while allowing advertisers to leverage first-party data in biddable environments following the passing of third-party cookies.