• by Wayne Friedman , July 12, 2022

Disney Advertising has expanded its deal with demand-side platform The Trade Desk, matching Disney’s audience graph with the Trade Desk's identity graph Unified ID 2.0 for activation of media buys.

This data matching -- through Disney’s Clean Room technology -- is a “first-of-its kind integration” between the two companies when it comes to actual media buys.

Previously, industry-wide data-matching efforts through “clean rooms’ have been done only for planning and insights purposes.

Disney has done clean-room activity with The Trade Desk and other demand-side platforms (DSPs) for planning and insights purposes.

Disney says the expansion of the deal builds on its own initial data-matching efforts between advertisers' first-party data and the Disney audience graph, which first started back in October 2021 when Disney formally launched its clean-room technology.

Since then, more than 40 clients and agencies have used “clean room” efforts, working with Disney’s Audience Graph. Clean rooms are a privacy-compliant, safe approach in analyzing data between two parties.

With this deal, the companies say media buyers can discover -- and activate -- addressable, biddable inventory across the spectrum of Disney content, pushing broader use of targeted audience addressability.

“By creating interoperability between Unified ID 2.0 and Disney’s Audience Graph, we are unlocking the opportunity for our customers to activate their first-party data at scale programmatically,” said Tim Sims, chief revenue officer, The Trade Desk, in a release.

Disney says this is just the beginning of its work to expand data “interoperability” across all demand-side platforms.