Data Deal for Disney and VideoAmp

Disney's Advertising division has announced an advanced integration with ad measurement, planning and optimization platform VideoAmp, using 'Clean Room' technology to offer clients ad metrics and privacy-compliant first-party data usage in the post-cookie world.

The move comes in the week Disney announced an ad-driven option for its Disney+ steaming service, with 100 clients committed, competing with Netflix' recent launch; and a year after it first launched its Clean Room technology. Disney is now implementing a custom integration between its Audience Graph, Ad Exposure Log Files and VideoAmp's proprietary TV Viewership footprint, powered by its Clean Room capabilities; and says advertisers will 'not only know they reached their key audience, but how precisely, while determining the optimal reach and frequency across Disney's properties'.

'As viewership rapidly shifts to streaming and connected TV' says Lisa Valentino, EVP of Client Solutions and Addressable Enablement at Disney Advertising, 'clients are looking for a holistic understanding of audience across all touchpoints, and identity interoperability will be critical to deliver brands a comprehensive and consistent understanding of audience... Our new integration with VideoAmp marks material progress toward empowering marketers with innovative measurement validated by first-party data'.

VideoAmp President Michael Parkes comments: 'Together, we are enabling advertisers to plan, measure and transact across high-value advanced or demographic audiences and measure the true impact of their investments by connecting media performance to real business outcomes'.

Web sites: www.videoamp.com and www.disney.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.