The latest example is a partnership between Disney Advertising and Walmart Connect that will allow Walmart advertisers to match the retailer's shopper data to Disney's audience graph for targeting and measurement.
Scale is what makes Disney's deal with Walmart stand out. It marks the first time Disney is using retail data to support ad sales on Disney+, not just Hulu, and the availability of programmatic bidding adds another layer of scale, Power said.
The plan is to make the capability available to all advertisers in June.
With Walmart Connect, buyers can bid on both Disney+ and Hulu inventory via private marketplace deals.
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