Disney expands adtech partnership with The Trade Desk

Disney has announced a ‘landmark agreement’ with adtech company The Trade Desk to power greater audience activation at scale programmatically. 

This expanded deal promises to offer clients more flexibility, choice and control across all deal types, with it enabling a first-of-its kind integration between Disney’s proprietary Audience Graph and the open-source identity framework Unified ID 2.0. The companies said that it will provide buyers with more addressable and biddable inventory across the Disney portfolio.

Rita Ferron, president of advertising sales, Disney Media & Entertainment Distribution, said: “Disney Advertising had a bold vision backed by proven results from the start, and we’re thrilled to continue to deliver on our commitment to power greater automation and addressability for our customers through this expanded deal with The Trade Desk.

“We have spent years investing in our data and technology strategy to create innovative solutions for advertisers to engage their audiences with greater precision and accuracy in a privacy-focused way. This first-to-market capability sets the stage to empower access to the Disney portfolio, validated by powerful audience insights, in a way that’s automated and accessible.”

Tim Sims, chief revenue officer, The Trade Desk, said: “With this agreement, Disney and The Trade Desk are pioneering a new approach to audience addressability in a post-cookie environment. 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, against some of the world’s most premium content, across all channels. As a result, advertisers will be able to deliver relevant advertising, while ensuring consumers have more control of their own privacy.”