Walmart and Disney have recently announced a partnership that allows advertisers to leverage Walmart’s shopping data to target Disney’s streaming portfolio, including Disney Plus and Hulu. This collaboration between Disney Advertising and Walmart Connect aims to provide advertisers with the tools to effectively target audiences and measure data for better results.
One of the key aspects of this partnership is the ability for Walmart advertisers to match the retailer’s shopper data with Disney’s Audience Graph tools. This integration will enable advertisers to reach customers streaming Disney content by utilizing insights from Walmart’s vast customer base of approximately 145 million online and in-store shoppers weekly.
To ensure data privacy and security, the datasets will be combined using clean-room technology, preventing the sharing of user data with external parties. This approach is aimed at protecting customer information while still allowing advertisers to effectively target specific audiences based on their shopping behaviors.
In addition to the partnership, Disney will become a part of Walmart’s Partner Lab, joining other major platforms such as TikTok, Roku, NBCUniversal, and more. This collaboration will enable Disney to test new ad formats and measurement strategies with Walmart, ultimately expanding its reach and presence in the advertising space.
The initial testing of this partnership is set to begin in the second quarter, focusing on categories like consumer electronics, automotive, and apparel. With Walmart’s recent acquisition of smart TV maker Vizio for $2.3 billion in February, the company is poised to further strengthen its ad business and offer advertisers more opportunities to target their desired audiences.
Overall, the collaboration between Walmart and Disney signifies a strategic move to leverage shopping data for targeted advertising in the streaming space. By combining their resources and expertise, both companies aim to provide advertisers with innovative solutions to reach audiences effectively and measure the impact of their campaigns.
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