• by Karlene Lukovitz , May 3, 2023

Disney has teamed with Innovid to offer always-on, actionable ad performance insights in select digital and streamed inventory across its addressable footprint, starting with Hulu, the company announced during its NewFronts presentation on Wednesday.

Innovid’s converged TV measurement platform, InnovidXP, is integrating with Disney Advertising’s first-party audience graph to enable measurement of outcomes such as app conversions and web visits at scale, validated by first-party identity, according to the company.

Local as well as national advertisers can use a customized dashboard to monitor and take steps to optimize performance during a campaign.

The implementation builds on Disney’s existing three-year relationship with TVSquared to measure outcomes. Innovid acquired TVSquared for $160 million in February 2022. 

“At a time when marketers need their media investments to work harder and go further, Disney aims to provide choice, and optionality for clients, to measure what matters to their business vs. taking a one-size-fits-all approach,” the company said in a release accompanying the announcement.

Disney has the option to buy out Comcast's 33% share of Hulu by January 2024, but it is currently unclear whether Disney, Comcast or possibly even another party will end up with the platform.