In a recent partnership between Disney Advertising and Walmart Connect, Walmart’s shopping data will now be utilized by advertisers to target Disney’s streaming services, including Disney Plus and Hulu. This collaboration marks a significant step in the digital advertising space, allowing for more precise audience targeting and data measurement.
With Walmart’s vast consumer base of approximately 145 million weekly shoppers, advertisers will now have access to valuable insights that can be leveraged for full-funnel campaigns. By combining Walmart’s shopper data with Disney’s proprietary Audience Graph tools, marketers will have a better understanding of their target audiences’ streaming habits and preferences.
To protect user data privacy, the datasets will be combined using clean-room technology, ensuring that sensitive information remains secure and cannot be shared with any external parties. This approach highlights a commitment to data protection and ethical advertising practices in the ever-evolving digital landscape.
Disney’s inclusion in Walmart’s Partner Lab, alongside other major platforms like TikTok, Roku, and NBCUniversal, opens up new opportunities for testing ad formats and measurement techniques. This collective effort aims to enhance the advertising experience for both companies and provide innovative solutions for reaching consumers across various industries.
Walmart’s recent acquisition of smart TV maker Vizio for approximately $2.3 billion further strengthens its position in the advertising market. By expanding its portfolio of media assets, Walmart is poised to offer more targeted advertising solutions and reach a broader audience base through connected devices.
The collaboration between Walmart and Disney signifies a new era of data-driven advertising, where strategic partnerships and innovative technologies are used to deliver personalized and engaging content to consumers. By harnessing the power of shopper data and digital analytics, advertisers can create more impactful campaigns and drive meaningful results in the competitive streaming landscape.
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