Advertisers
can
now
use
Walmart’s
shopping
data
to
target
Disney’s
streaming
portfolio,
which
includes
Disney
Plus
and
Hulu,
Adweek
reports.
The
news
comes
after
the
companies
announced
a
partnership
between
Disney
Advertising
and
Walmart
Connect,
the
retailer’s
media
business,
on
Wednesday.
As
a
part
of
the
deal,
Walmart
advertisers
will
be
able
to
match
the
retailer’s
shopper
data
with
Disney’s
proprietary
Audience
Graph
tools,
helping
them
target
audiences
and
measure
data
better.
Datasets
will
be
combined
using
clean-room
technology
so
that
—
theoretically
—
user
data
can’t
be
shared
with
other
external
parties.
“Approximately
145
million
customers
shop
with
us
online
and
in
stores
weekly,”
Ryan
Mayward,
senior
vice
president
of
retail
media
sales
for Walmart
Connect,
said
in
a
statement.
“Now,
marketers
will
be
able
to
apply
those
insights
to
their
full-funnel
campaigns
to
reach
customers
wherever
they’re
streaming
Disney
content.”
At
the
same
time,
Disney
will
join
Walmart’s
Partner
Lab,
whose
members
include
TikTok,
Roku,
NBCUniversal,
and
other
TV
and
social
platforms.
Each
company
works
with
Walmart
to
test
new
ad
formats
and
measurement.
Initial
testing
of
the
partnership
will
start
sometime
in
the
second
quarter
across
categories
like
consumer
electronics,
automotive,
apparel,
and
more.
The
news
comes
after
Walmart
agreed
to
purchase
smart
TV
maker
Vizio for
approximately
$2.3
billion
in
February,
which
should
further
boost
its
ad
business.
But
that’s
assuming
the
deal
goes
through
—
privacy
and
competition
advocates
are
urging
the
government
to
investigate
the
acquisition,
warning
that
it
“could
lock
in
captive
buyers
to
Walmart
advertising
and
content
channels
for
good.”
Original author: Sheena Vasani
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