Disney’s Proprietary Clean Room Data Solution Sets Its Sights on Measurement and Activation

amp8220Disney Advertisingamp8217s 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 dataamp8221 said amp8239Lisa Valentino Executive Vice President Client Solutions ampamp Addressable Enablement Disney Advertising amp8220The expansion of Disney Advertisingamp8217s Clean Room allows marketers to transact on firstparty data that delivers real results for businesses and drives better ad experiences for consumersBolstered 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 brandsamp8220This is the next step to deliver more efficient and successful media campaigns across the Disney footprintamp8221 said David Campanelli EVP Chief Investment Officer at Horizon Media amp8220As the industry continues to move towards outcomebased buys itamp8217s paramount to have accurate measurement solutions built with integrity Weamp8217re proud to pioneer these new pathways with Disneyamp8221Designed 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 Advertisingamp8217s Clean Roomamp8220Disneyamp8217s clean room has the scale to give an advertiser audience matching and flexibility when considering thirdparty onboarding amp8211 this unlocks a powerful preplanning tool powered underneath by Snowflakeamp8217s industrytailored solutionsamp8221 according to Bill Stratton Global Head of Media Entertainment and Advertising Vertical Snowflake amp8220From a data platform perspective Disneyamp8217s 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 monthsamp8221For advertisers who may not have access to critical scale of firstparty data clients can take advantage of Disneyamp8217s Clean Room integration to Habu and Snowflake to access a starter package of insightsquotAdvertisers with their own data can leverage it within Disneyamp8217s Clean Room for better planning and campaign insightsamp8221 said Matt Kilmartin Cofounder ampamp CEO of Habu amp8220For those wanting to supplement their own data they can utilize thirdparty segments through Habu for activation and analytics in Disney39s advertising environments To meet various industryspecific needs we have presourced data queries and visualizations built within a safe clean room environmentamp8221Building 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 firstparty audiences at scale and drive meaningful results leveraging the power of Disneyamp8217s portfolioamp8220At InfoSum we believe datarich companies should collaborate for the collective benefit of advertisers publishers and consumersamp8221 said Brian Lesser Chairman and CEO of InfoSum amp8220Over the last couple years we have worked closely with Disney Advertising to consider advertisersamp8217 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 Disneyamp8217s Clean Room technologyamp8221Built amp8239To Address Advertisers Needs in Evolving Data ampamp Privacy LandscapeAs consumer attention shifts across screens and increasingly to digital environments like streaming marketers are moving from demographics and proxies for audience to true firstparty insights validated by data scienceamp8220Advertisers can match their audience segments to Disneyamp8217s proprietary firstparty Audience Graph powered by Disney Select unearthing powerful insights to drive true results and outcomesamp8221 said Dana McGraw VP Audience Modeling ampamp Data Science Disney Advertising amp8220This capability translates insights to action as we innovate toward activating firstparty data at scale out of a clean room environment ensuring accuracy of targeting and measurement for clients buying Disney inventoryamp8221The next phase of Disneyamp8217s Clean Room will empower advertisers to leverage Disney Advertisingamp8217s proprietary audience graph for biddable opportunities create audience insights and manage reach and frequency more effectively across platforms by creating interoperability with programmatic industry solutionsIn addition to improving insights and activation advertisers are leveraging Disneyamp8217s Clean Room to gain an accurate lens into how their desired audiences are engaging with premium contentamp160Click the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Disney’s Proprietary Clean Room Data Solution Sets Its Sights on Measurement and Activation

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