Habu, InfoSum and Snowflake are Key Strategic Cloud Collaborators
Drivetime and Omnicom Media Group Join as Beta Launch Brands
NEW YORK, Oct. 21, 2021 – Disney Advertising Sales unveiled its new market leading clean room data solution today. Powered by Disney Select, its extensive library of more than 1,000 first-party segments, the clean room offers clients advanced pre-planning insights, activation and cross-portfolio measurement built with evolving data and privacy trends in mind. As part of the group’s continued data enablement strategy to provide custom and future forward solutions to marketers, Disney Advertising Sales has engaged multiple vendors to offer ultimate flexibility for its advertising clients including Habu, InfoSum and Snowflake. Available to brands of all sizes and across all category types, Omnicom Media Group and Drivetime have signed on as beta launch brands.
“We are building data solutions for our clients and marketers anchored in Disney Select’s unrivaled audience-based capabilities,” said Lisa Valentino, EVP, Client Solutions and Addressable Enablement, Disney Advertising Sales. “It was important for our clean room offering to be cloud agnostic to provide brands with scale and variation, as diverse as their respective industries.”
Disney Advertising Sales’ clean room offers a collaborative option to power data-driven marketing. The value of first party data has never been greater – and marketers are craving solutions that deliver measurable impact for their brand. As a result, clients can connect their own first-party data to an increased number of data sources and deliver richer, more actionable consumer insights, while being able to address and adapt to a changing data and privacy landscape.
“We look forward to continuing our relationship with Disney as a collaborator in their state-of-the-art Clean Room Solution. The insights from this initiative will inform our strategy as the face of our customer continues to evolve and expand. As a Performance Marketer, it is more important than ever to reach a relevant audience that drives ROI for our business.” Kyle Tassinari, Sr. Director of Market and Brand Strategy, Drivetime.
“This partnership with Disney is about setting the standard for the future of media accountability, and a more accurate understanding of consumer engagement and outcomes - it’s where we need to go as an industry, and OMG is proud to work with Disney in leading the way forward,” says OMG Chief Investment Officer, Geoff Calabrese.
Adds Chief Activation Officer Megan Pagliuca, “We see this as an invaluable opportunity to partner with a company that is building the infrastructure for the future of data – working with them to create a privacy-first, sustainable data platform that reflects the future of media activation and engagement.”
Announced during the Inaugural Tech Showcase in February, Disney Select leverages Disney’s proprietary Audience Graph to pull all of its first-party data and advanced modeling capabilities under one umbrella. With Disney Select, marketers can select desired audiences from Disney’s extensive library of first-party segments that are designed to meet client needs like buyer behavior, household characteristics, and psychographics.
“Disney has always been a leader in data-driven innovation. As privacy-safe collaboration emerges as a core component of data strategy, we’re excited to work with Disney to empower them to collaborate with their advertising partners in new and transformative ways,” said Matt Kilmartin, Co-founder & CEO of Habu.
“InfoSum is thrilled to support Disney in its data enablement strategy. InfoSum’s ‘non-movement of data’ technology enables companies to create secure and privacy-first data collaborations," said Brian Lesser, Chairman and CEO of InfoSum. "Through this partnership, Disney and its advertising clients are empowered to unlock the full value of their data, delivering better customer experiences through more relevant advertising, without sacrificing control or risking the commercial value of the data, and while prioritizing consumer privacy.”
“Snowflake’s Media Data Cloud is fueling the next wave of innovation in the advertising ecosystem," said Bill Stratton, Global Head of Media, Entertainment and Advertising Vertical, Snowflake. "Snowflake is uniquely positioned to enable data connectivity and collaboration in a manner for transparent and secure advertising capabilities. We’re proud to provide the infrastructure for Disney Advertising Sales’ clean room data solution.”