In a groundbreaking move, Walmart and Disney have announced a partnership that will revolutionize the world of advertising. Advertisers now have access to Walmart’s vast shopping data to target Disney’s streaming services, including Disney Plus and Hulu. This collaboration opens up new possibilities for marketers to reach their target audiences more effectively.
Walmart Connect, the retailer’s media business, and Disney Advertising have joined forces to combine their data resources. By leveraging Walmart’s shopper data with Disney’s Audience Graph tools, advertisers can now develop more targeted campaigns. This merging of data sets will allow for better audience targeting and more accurate measurement of campaign effectiveness.
One of the key features of this partnership is the use of clean-room technology to ensure user data privacy. By combining datasets in a secure environment, both Walmart and Disney can protect customer information from being shared with external parties. This commitment to data privacy is essential in today’s digital advertising landscape, where concerns about data security are at an all-time high.
As part of this collaboration, Disney will also join Walmart’s Partner Lab, which includes other major players in the advertising industry such as TikTok, Roku, and NBCUniversal. This partnership will allow Disney to test new ad formats and measurement techniques in collaboration with Walmart. This move signifies a shift towards a more interconnected advertising ecosystem where industry leaders work together to drive innovation.
The initial testing of this partnership is set to begin in the second quarter across various categories including consumer electronics, automotive, and apparel. This testing phase will provide valuable insights for both Walmart and Disney on how to optimize their advertising strategies for maximum impact. With Walmart’s recent acquisition of smart TV maker Vizio, the retailer’s ad business is expected to receive a significant boost, further solidifying its position in the advertising industry.
The partnership between Walmart and Disney marks a new chapter in the world of advertising. By combining their data resources and expertise, these two industry giants are setting a new standard for targeted advertising and audience engagement. This collaboration speaks to the power of partnership and innovation in driving change within the advertising landscape.
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