June 18, 2024 – New York, NY – In a collaboration with Affinity Solutions, Disney will add to its growing list of data-driven capabilities by launching a commerce media solution that delivers attribution measurement and consumer purchase insights across categories – including Retail and QSR – to brands and advertisers.
Marking a pivotal advancement within the wider advertising industry, Disney and Affinity Solutions will come together to leverage an expansive view of consumer buying behavior across the U.S. This allows Disney an expedited understanding of spending behaviors as the only media company in the advertising ecosystem with access to 140 million debit and credit card transactions through Affinity Solutions.
“Taking this next step with Affinity Solutions will allow Disney to not only deliver unique insights from our proprietary Audience Graph, but also leverage granular, historic consumer purchase data to better serve advertisers,” said Dana McGraw, SVP of Data and Measurement Science, Disney. “This extension of our data capabilities will open new doors for brands, allowing them better planning, targeting, outcomes measurement and optimization across our platforms.”
Disney will manage both the data activation and distribution for advertising campaigns with Affinity data across all Disney properties. Brands will additionally be able to engage with Disney’s award-winning Clean Room technology – having access to Clean Room queries and reports.
“We are proud to collaborate with Disney to provide advertisers with a real-time understanding of spending behaviors enabling more meaningful campaign outcomes across Disney properties, not only proving the value of their investment but also increasing it,” said Damian Garbaccio, Chief Marketing & Business Officer, Affinity Solutions.
This premier commerce media solution also builds on the existing partnership between the National Retail Federation (NRF) and Affinity Solutions – and will provide retailers with new marketing capabilities through Disney properties.
Of the collaboration, Mark Mathews, Executive Director of Research, National Retail Federation, said: “This offering from Disney Advertising and Affinity Solutions creates incredible opportunities for retailers as they will have access to the best commerce data for each of their media use cases across the most innovative media ecosystem.”
Media Contacts:
Disney Advertising
Jane Ha
Affinity Solutions
Sara Serbanoiu