Dive Brief:

• Disney is enhancing its existing data clean room technology by integrating VideoAmp’s advertising measurement, planning and optimization tools, the media company said in a press release.
• Initial brand tests are already underway in collaboration with Omnicom Media Group.
• With an ad-supported version of streaming platform Disney+ expected to launch on Dec. 8, the VideoAmp partnership sees Disney doubling down on tech to help advertisers create audience-based matches across platforms programmatically without compromising confidential or proprietary information.

Dive Insight:

As connected TV continues to gain viewers, media companies and advertisers are looking for meaningful measurements related to advertising investments. With the deprecation of third-party cookies imminent as data privacy becomes a bigger concern, the emergence of clean data rooms is one method that supports advertisers’ goals and is shaping up to be a key trend for 2023. Recent Insider Intelligence research shows 37% of agencies as well as 37% of media owners plan to increase investment in clean rooms. Similar to the Disney news, Amazon recently boosted its offering to advertisers with clean room tools.

The VideoAmp partnership will integrate Disney’s first-party Audience Graph and Ad Exposure Log Files with the advertising software company’s proprietary TV Viewership footprint to allow joint advertisers to create audience-based matches at scale programmatically. The goal is to let advertisers know that they are reaching their key audiences and gaining insight into the optimal reach and frequency of that reach across Disney’s properties. The news arrives days before the expected launch of an ad-supported tier for Disney +. Netflix launched its ad tier a month ago.

According to Disney Advertising, its year-old clean room technology has improved advertiser engagements for more than 60 clients and also improved the company’s speed of execution enabling advertisers to plan, buy and measure campaigns in real time. 

Disney Advertising and VideoAmp have already begun initial brand tests in collaboration with Omnicom Media Group. According to Geoffrey Calabrese, Omnicom Media Group’s North American chief investment officer, the agency has been able to match first-party, second-party and third-party audiences within its proprietary orchestration systems and measure delivery across platforms for its clients.

“As viewership rapidly shifts to streaming and connected TV, clients are looking for a holistic understanding of audience across all touchpoints, and identity interoperability will be critical to delivering brands a comprehensive and consistent understanding of audience,” said Lisa Valentino, executive vice president of client solutions and addressable enablement for Disney Advertising, in the release.