Underpinned by Disney’s First-Party Audience Graph, Disney’s Clean Room Has Unlocked Unrivaled Results for Over 100 Brands
Nov. 8, 2023 – NEW YORK – Disney’s Clean Room Solution has fueled massive adoption amongst advertisers seeking to connect with audiences using first-party data insights. With the rising demand for future-forward solutions not reliant on cookies and proxies for audiences, Disney’s Audience Graph is the foundation for how the Advertising business is fueling results for clients.
Since its 2021 launch, Disney has simplified access allowing advertisers to move from insights and planning to activation, measurement and attribution across Disney properties – all underscored by the most powerful audience signal with the most impactful scale.
History of Innovation: As a first mover in data enablement and collaboration at enterprise scale, Disney is at the forefront of investment in a proprietary Audience Graph to power better planning, buying and measurement for brands. By enabling greater interoperability with the Disney Audience Graph using clean room technology, advertisers can truly understand the incremental reach of audiences, as well as determine optimal cross-screen reach and frequency across the Disney portfolio.
Business Momentum and Growth: In the last two years, Disney has significantly expanded adoption for its Clean Room, with nearly 140 brands now engaged and commitments from all major media holding companies. With use cases ranging from buying, planning and measurement across 8 major categories – including Automotive, CPG and Beverages, Finance and more – Disney’s Clean Room has produced 1,500 reports and 160+ activations.
Increased Interoperability: Disney continues to accelerate the connection between its first-party Audience Graph and third-party tools and technologies used by advertisers every day, to prove results and performance for advertisers. Disney has enacted real-time transcoding, in addition to activation and measurement for clients, by expanding its acceptance of identity solutions with third-party vendors. After building inroads to better first-party activation and cross-platform measurement, Disney is now working to expand its relationship with existing DSP providers to enable even more interoperability within the marketplace.
Greater Accessibility: Disney’s Clean Room Solution has reached critical scale. All major agencies and media holding companies, including dentsu, GroupM, Horizon Media, IPG Mediabrands, Omnicom Media Group and Publicis Media, have engaged with use cases across planning, buying and measurement. As clean room solutions mature, Disney is also working with independent agencies to explore more opportunities for audience-based buying at the brand level.