Taps Horizon Media for Measurement Pilot Test and Explores Programmatic Activations
NEW YORK, MARCH 2, 2022 – Advertisers are seeking future-forward products that leverage the power of first-party data. Disney’s Clean Room solution, announced last October and powered by Disney Select, has answered that call and is setting the stage to move from powering better planning and insights to activation, already seeing strong marketplace adoption. Agency Horizon Media has signed on to tap into measurement capabilities. Additionally, Disney is exploring a path to activation with The Trade Desk.
“Disney Advertising’s mission is simple: Make it seamless for our clients to plan, transact and measure against the metrics pivotal to their business, through technology, automation and data,” said Lisa Valentino, Executive Vice President, Client Solutions & Addressable Enablement, Disney Advertising. “The expansion of Disney Advertising’s Clean Room allows marketers to transact on first-party data that delivers real results for businesses, and drives better ad experiences for consumers.
Bolstered by overwhelmingly positive feedback from current client engagements, Disney is embarking on the next phase of its Clean Room solution, measurement, earlier than expected. Horizon Media will be the first collaborator to shed light on how advertisements drive tangible outcomes for brands.
“This is the next step to deliver more efficient and successful media campaigns across the Disney footprint,” said David Campanelli, EVP, Chief Investment Officer at Horizon Media. “As the industry continues to move towards outcome-based buys, it’s paramount to have accurate measurement solutions built with integrity. We’re proud to pioneer these new pathways with Disney.”
Designed to be cloud agnostic, building on the foundational work between Disney and leading data technology providers Habu, InfoSum and Snowflake, marketers will begin testing measurement capabilities and audience activation through Disney Advertising’s Clean Room.
“Disney’s clean room has the scale to give an advertiser audience matching and flexibility when considering third-party onboarding – this unlocks a powerful pre-planning tool powered underneath by Snowflake’s industry-tailored solutions,” according to Bill Stratton, Global Head of Media, Entertainment and Advertising Vertical, Snowflake. “From a data platform perspective, Disney’s Clean Room has set the bar for what data collaboration will be in the coming decade and beyond. Snowflake and Disney continue to innovate and we look forward to announcing additional measurement pilots in the coming months.”
For advertisers who may not have access to critical scale of first-party data, clients can take advantage of Disney’s Clean Room integration to Habu and Snowflake to access a starter package of insights.
"Advertisers with their own data can leverage it within Disney’s Clean Room for better planning and campaign insights,” said Matt Kilmartin, Co-founder & CEO of Habu. “For those wanting to supplement their own data, they can utilize third-party segments through Habu for activation and analytics in Disney's advertising environments. To meet various industry-specific needs, we have pre-sourced data, queries and visualizations built within a safe, clean room environment.”
Building on its collaboration with InfoSum for over two years, Disney Advertising will move from insights to activation with clients shortly as they seek to validate first-party audiences at scale and drive meaningful results leveraging the power of Disney’s portfolio.
“At InfoSum, we believe data-rich companies should collaborate for the collective benefit of advertisers, publishers, and consumers,” said Brian Lesser, Chairman and CEO of InfoSum. “Over the last couple years, we have worked closely with Disney Advertising to consider advertisers’ emerging needs in a rapidly evolving space. Disney is the first major media company in the US to fully adopt methodology that unlocks the value of data, while prioritizing consumer privacy in a way that simultaneously drives insights for buyers. We are honored to continue to collaborate with Disney to set the stage to help advertisers expand from insights to activation through Disney’s Clean Room technology.”
Built To Address Advertisers Needs in Evolving Data & Privacy Landscape
As consumer attention shifts across screens and increasingly to digital environments like streaming, marketers are moving from demographics and proxies for audience to true, first-party insights validated by data science.
“Advertisers can match their audience segments to Disney’s proprietary, first-party Audience Graph, powered by Disney Select, unearthing powerful insights to drive true results and outcomes,” said Dana McGraw, VP, Audience Modeling & Data Science, Disney Advertising. “This capability translates insights to action as we innovate toward activating first-party data at scale out of a clean room environment, ensuring accuracy of targeting and measurement for clients buying Disney inventory.”
The next phase of Disney’s Clean Room will empower advertisers to leverage Disney Advertising’s proprietary audience graph for biddable opportunities, create audience insights and manage reach and frequency more effectively across platforms by creating interoperability with programmatic industry solutions.
In addition to improving insights and activation, advertisers are leveraging Disney’s Clean Room to gain an accurate lens into how their desired audiences are engaging with premium content.