At the highest level, Disney is on a journey to enable the datasets that work for clients. It could be retail media data. It could be identity framework for one of our DSP (demand-side platform) partners. For us, we just want to make sure we're creating an open ecosystem so they can transact on the data that works for them.
Coming ahead of the TV upfront, these agreements follow a flurry of increased collaboration between retailers and CTV platforms and manufacturers amid the rise of retail media, which offers a wealth of first-party data from loyalty programs and purchases in the face of Google's impending third-party cookie deprecation.
What sets Walmart Connect and Disney Advertising's new deal apart, Power explained, is Disney's Audience Graph. The company describes it as a 'Rosetta Stone' for translating insights across ad-supported audience touch points, including digital, social and streaming, as well as household-level data.
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