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Disney Advertising expands partnership with The Trade Desk for “greater automation and addressability”

Disney Advertising has expanded its partnership with The Trade Desk to “power greater audience activation at scale” programmatically. The companies say the deal will offer clients more flexibility, choice and control.

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Disney Advertising has expanded its partnership with The Trade Desk to “power greater audience activation at scale” programmatically.

The agreement will enable a “first-of-its-kind” integration between Disney’s proprietary Audience Graph and the open-source identity framework, Unified ID 2.0, within a secure environment. The companies say this will allow buyers to discover more addressable and biddable inventory across Disney’s portfolio, giving them more flexibility, choice and control

Disney and The Trade Desk also believe that the move sets the stage for better measurement, giving advertisers a path to leverage their first-party data in biddable environments. This becomes increasingly important “as the industry faces new disruption caused by the deprecation of third-party cookies” according to the companies.

Rita Ferro, President of Advertising Sales, Disney Media & Entertainment Distribution, said: “Disney Advertising had a bold vision backed by proven results from the start, and we’re thrilled to continue to deliver on our commitment to power greater automation and addressability for our customers through this expanded deal with The Trade Desk.

“We have spent years investing in our data and technology strategy to create innovative solutions for advertisers to engage their audiences with greater precision and accuracy in a privacy-focused way. This first-to-market capability sets the stage to empower access to the Disney portfolio, validated by powerful audience insights, in a way that’s automated and accessible.”

Tim Sims, Chief Revenue Officer, The Trade Desk, commented: “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 own privacy.”


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