Disney Enters a Cross-Platform Ad Deal with The Trade Desk

Disney Advertising has entered into a deal with global ad tech firm The Trade Desk that will allow advertisers “to buy once to deliver everywhere across Disney.” Rita Ferro, president of ad sales, Disney Media & Entertainment Distribution, said the pact leverages years Disney has spent “investing in our data and technology” to create solutions that use precision targeting “in a privacy-focused way.” The Trade Desk will utilize data from the Disney Clean Room, a repository of first-party data Disney has collected from customers combining it with consumer data produced by the Unified ID 2.0 industry framework.

Emphasizing “first-to-market capability,” the announcement from The Trade Desk says it will offer Disney clients more flexibility, choice and control “across all deal types.”

“Disney is reimagining our advertising platform to support a global and addressable future,” said Aaron LaBerge, president and CTO, Disney Media & Entertainment Distribution, explaining the arrangement will power advertising across Disney platforms programmatically and at scale.

“The deprecation of third-party tracking cookies has forced advertising companies to come up with alternative ways to target ads using either first-party data sets like Disney’s or alternate data identity solutions like Unified ID 2.0,” was the take from Axios, concluding that as third-party tracking disappears, “it’s likely to trigger a series of similar partnerships between major media companies and other big ad tech firms.”

The deal, continues Axios, “will help Disney achieve its goal of shifting more than 50 percent of all of its advertising sales to automated buying.”

According to Variety, the pact will give Disney properties including Hulu and Disney+ “more ability to sell new kinds of commercials toward which Madison Avenue is increasingly gravitating.”

Heralding “a post-cookie environment,” The Trade Desk chief revenue officer Tim Sims said the company will create interoperability between Unified ID 2.0 and Disney’s Audience Graph to activate 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.”