Recently, a collaboration between Disney Advertising and Walmart Connect has been unveiled. This partnership allows advertisers to leverage Walmart’s shopping data to target Disney’s streaming portfolio, which includes popular services like Disney Plus and Hulu.
Through this collaboration, Walmart advertisers gain access to Disney’s proprietary Audience Graph tools. This enables them to effectively target specific audiences and improve data measurement for their campaigns. By combining datasets using clean-room technology, user data is safeguarded from being shared with any external parties.
Ryan Mayward, the senior vice president of retail media sales for Walmart Connect, highlighted the significant reach of the retailer with approximately 145 million customers shopping online and in-store on a weekly basis. This vast pool of shopper data can now be utilized by marketers to optimize their campaigns across various channels, particularly reaching customers engaged with Disney’s content.
As part of this partnership, Disney will become a member of Walmart’s Partner Lab, a collaborative space that includes other prominent platforms such as TikTok, Roku, and NBCUniversal. This allows companies to experiment with new ad formats and measurement techniques in conjunction with Walmart. Initial testing of this collaboration is expected to begin in the second quarter and span diverse categories such as consumer electronics, automotive, and apparel.
Moreover, this announcement follows Walmart’s acquisition of smart TV manufacturer Vizio for around $2.3 billion in February. This strategic move is anticipated to further enhance Walmart’s advertising business by expanding its reach and capabilities in the digital advertising landscape.
The partnership between Disney Advertising and Walmart Connect signifies a momentous collaboration in the realm of targeted advertising and data utilization. By tapping into Walmart’s vast shopping data and integrating it with Disney’s audience tools, advertisers can now create more effective campaigns across various channels. This alliance underscores the growing importance of leveraging data insights and strategic partnerships in reaching and engaging with audiences in the ever-evolving digital marketing environment.
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