Disney Advertising’s previously announced “clean room” effort -- which enables advertisers to match their first-party data with that of Disney audience segments -- has signed on media agency Horizon Media as its first partner to determine how ads can yield specific business outcomes for marketers. Disney Advertising is the ad sales division of the Walt Disney Co.
In addition, Disney is working on a cleanroom deal with demand-side platform the Trade Desk.
Disney Advertising also revealed at its first Tech & Data Showcase, its Disney Real-Time Ad Exchange -- its programmatic platform -- has over the last 12 months, processed more than 8,000 video campaigns, and increased biddable transactions by 70%.
Live sports and events helped drive the strong
results. Disney says its committing to automating up to 50% of its business in the next three years to programmatic technology.
For Disney’s “self-service” platform, known as Hulu Ad Manager, the company is starting a pilot program to allow access for 25 local independent agencies beginning this spring.
Since launching last year, Disney’s Self Service Platform has grown ninefold -- over 75,000 businesses have used admanager.hulu.com. One major local business that has signed on is the New York Institute of Technology.
Recognizing the specific needs for small agencies and business, a Disney-commissioned study with Advertiser Perceptions found that nearly 50% (46%) of small to-medium-sized businesses identified “insufficient advertising budget” as a challenge.