A new Walmart and Disney partnership lets advertisers target Disney’s streaming portfolio, which includes Disney Plus and Hulu, using Walmart shopper data.
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.
“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.
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