The recent collaboration between Walmart and Disney has sparked excitement in the advertising world as advertisers can now leverage Walmart’s shopping data to target Disney’s streaming portfolio. The partnership between Disney Advertising and Walmart Connect opens up new possibilities for targeted advertising and data measurement.
Utilizing Shopper Data
Walmart advertisers will have the opportunity to utilize the vast amount of shopper data gathered by the retail giant to enhance their advertising campaigns. With access to Disney’s proprietary Audience Graph tools, advertisers can refine their targeting strategies and measure the effectiveness of their campaigns more accurately.
One of the key aspects of this partnership is the use of clean-room technology to combine datasets. This technology ensures that user data remains secure and is not shared with external parties. By prioritizing user privacy, Walmart and Disney are setting a positive example for data-driven advertising partnerships.
Ryan Mayward, senior vice president of retail media sales for Walmart Connect, highlighted the vast reach of Walmart’s customer base, with approximately 145 million customers shopping online and in stores weekly. By integrating Walmart’s shopper insights into advertising campaigns, marketers can now reach customers across Disney’s streaming platforms more effectively.
In addition to the data partnership, Disney will join Walmart’s Partner Lab, a group that includes TikTok, Roku, NBCUniversal, and other major platforms. This collaborative environment allows companies to experiment with new ad formats and measurement techniques, driving innovation in the advertising industry.
The initial testing phase of the partnership is set to begin in the second quarter, focusing on categories such as consumer electronics, automotive, and apparel. With Walmart’s recent acquisition of smart TV maker Vizio, the potential for growth in the ad business is significant, offering advertisers new opportunities to engage with consumers.
The collaboration between Walmart and Disney has the potential to reshape the landscape of advertising by combining valuable shopper data with innovative targeting and measurement tools. As the partnership unfolds, advertisers can expect to see new opportunities for reaching and engaging with audiences across Disney’s streaming platforms.
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