Most Major Media Agencies and Nearly 75 Brands Engage With Disney’s Clean Room
New York, New York – Jan. 25, 2023 – Disney’s first-to-market Clean Room technology has continued to ignite adoption among marketers seeking future-first solutions built with privacy at the forefront. Today, Disney Advertising has engaged with most major agency and media holding companies, including Dentsu, Horizon, IPG Mediabrands, Omnicom Media Group and Publicis Media, as well as nearly 75 advertisers, for its Clean Room offering. In addition, Disney Advertising has also expanded access to Clean Room capabilities to mid-size performance agencies and platforms including Bliss Point Media and Tatari.
“For Disney, privacy is a feature – not an afterthought, and we’re committed to creating solutions on the cutting edge of responsible data collaboration,” said Dana McGraw, SVP, Audience Modeling and Data Science, Disney Advertising. “For more than a decade, we anticipated the need for a holistic, cross-screen view of consumption across our properties, which formed the foundation of Disney’s first-party Audience Graph. We’re not only prepared, we’re exceeding the call by continuing to transform how buyers plan, buy and measure across Disney properties.”
In less than 14 months since its launch, the Clean Room now powers planning, buying and measurement capabilities as the deprecation of cookie fuels advertiser demand for a consistent and comprehensive view of audience across screens. Disney Advertising continues to enhance the underlying Audience Graph fueling Clean Room capabilities today by offering:
Unrivaled scale, reach and results: The Disney Audience Graph was built entirely in house, and is not bought or borrowed. Advertisers can leverage more than 100,000 audience attributes and nearly 2,000 segments to access Disney’s audience insights at 3X higher match rates with Disney Select than standard segments. And for the first time, audience signals from Disney+ will be augmented to Disney’s Audience Graph to continue expanding data-driven insights harnessed through Disney’s Addressable footprint, in a privacy-first way.
Powering performance, without compromising privacy: Advertisers are unlocking greater incrementality by assessing the effectiveness of campaigns using first-party data. Popular job search site and app Indeed, a Group M client, for instance, had the goal of expanding their target audience and worked to innovate alongside Disney Advertising to reach more of their key audience through secure Clean Room infrastructure.
Better identity interoperability: Omnicom Media Group now has five brands active across all categories leveraging a recent integration to Disney’s Audience Graph for measurement in collaboration with VideoAmp, while continuing to scale campaign activation within Disney’s Clean Room environment.
About Disney Advertising:
Disney Advertising builds relationships between brands and audiences with the imagination and innovation that has defined The Walt Disney Company for nearly 100 years by leveraging the most advanced ad portfolio powered by technology and data to drive outcomes and impact for clients. Disney Advertising is committed to the evolution of the global media ecosystem by prioritizing Diversity, Equity, and Inclusion as a business imperative, and as a key to greater representation in storytelling.
Kelly Liyakasa: Kelly.S.Liyakasa@disney.com
Jane Ha: Jane.Ha@disney.com