In a strategic move that is set to shake up the landscape of targeted advertising, Walmart and Disney have announced a partnership that will allow advertisers to utilize Walmart’s shopping data to target Disney’s streaming portfolio. This collaboration opens up a world of possibilities for advertisers looking to reach a specific audience with precision and accuracy.
One of the key aspects of this partnership is the ability for Walmart advertisers to leverage the retailer’s vast amount of shopper data. With approximately 145 million customers shopping at Walmart both online and in stores on a weekly basis, advertisers now have access to valuable insights that can be used to tailor their campaigns to reach customers streaming Disney content. This data will be paired with Disney’s proprietary Audience Graph tools, providing advertisers with a powerful combination of resources to better target their audiences.
In an era where data privacy is at the forefront of concerns for consumers, it is essential for companies to prioritize protecting user data. Through the use of clean-room technology, the partnership between Walmart and Disney ensures that user data is kept secure and cannot be shared with external parties. This commitment to data privacy is crucial in building trust with consumers and maintaining the integrity of the advertising ecosystem.
Beyond just data sharing, the partnership between Walmart and Disney also involves Disney joining Walmart’s Partner Lab. This lab includes other major players in the industry such as TikTok, Roku, and NBCUniversal, all collaborating with Walmart to test new ad formats and measurement techniques. This experimental environment will allow the companies to innovate and explore creative ways to engage with audiences in a more impactful way.
This collaboration between Walmart and Disney comes at a time when both companies are seeking to expand their reach and drive growth in the competitive advertising landscape. With Walmart’s recent acquisition of Vizio for $2.3 billion in February, the retailer is positioning itself as a key player in the smart TV market and further solidifying its position in the advertising industry. By partnering with Disney and leveraging their extensive reach and resources, Walmart is setting itself up for continued success and innovation in the realm of targeted advertising.
The partnership between Walmart and Disney represents a significant milestone in the evolution of targeted advertising. By combining their respective strengths and resources, the two companies are poised to revolutionize the way advertisers reach their target audiences. With a focus on data privacy, innovation, and growth, this collaboration sets a new standard for targeted advertising in the digital era.
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