Personal information that consumers consent to provide to businesses have become much more valuable as privacy restrictions limit the sharing of data. Disney Advertising Sales has a trove of first-party data to help marketers improve their targeting among its different media platforms.
“The opportunity is to become a lot more sophisticated and specific about the audiences that we can reach. It’s no longer just about age and gender,” Lisa Valentino, executive vice president of client solutions and addressable enablement at Disney Advertising Sales, said in this interview with Beet.TV. “One of the reasons we built our audience graph is for that reason.”
Disney has more than 1,000 consumer segments based on first-party data that provide greater granularity for marketers. The datasets can be enriched when combined with third-party data that are handled in a privacy-compliant manner. Marketers can harness the data not only for campaign execution, but also for planning their buys during the upfront season, Valentino said.
The company last month introduced a “clean room” to help advertisers analyze and interpret data from third-party sources and services in a privacy-compatible way. Built on its Disney Select, a library of more than 1,000 first-party data segments unveiled in February and March, it will be used by Omnicom Media Group and car retailer Drivetime, with data sanitized by Habu, InfoSum and Snowflake, according to Disney.
“That activation of data is happening in real time,” Valentino said. “We’re executing hundreds of campaigns for clients based on those types of datasets, and the demand for that is only growing.”