LOS ANGELES – Data clean rooms that allow media buyers and sellers to match their consumer data without directly sharing it with each other are emerging as powerful tools in the advertising market. The technology promises to correlate target audiences with campaign messaging, improving the efficiency of marketing budgets.
Disney Advertising Sales is harnessing clean-room solutions to help brands reach consumers through its media platforms. In October, it engaged vendors including Habu, InfoSum and Snowflake to provide data solutions for advertisers, with Omnicom Media Group and Drivetime as the brands participating in its pilot program.
“We know advertisers want to transact utilizing data, and we know how challenging the data ecosystem is,” Laura Nelson, senior vice president of ad products and enablement at Disney Advertising Sales, said in this interview with consultant Zach Rodgers at Beet.TV’s Beet Retreat.
Disney’s clean-room data solution is powered by Disney Select, a propriety audience graph with more than 1,000 turnkey first-party segments. The clean room provides pre-planning insights, activation and cross-portfolio measurement while also protecting consumer privacy, according to an announcement.
Nelson said the pre-planning insights stage has three parts, including an analysis of how audiences performed previously, matching the audience and advertiser data and analyzing the potential reach among linear television and digital platforms.
By working with multiple vendors, Disney aims to be as “agile as possible” in providing advertisers with customized solutions. The company’s team of data scientists are working to educate marketers and agencies about clean rooms, and will feature its solutions at its Tech Showcase in March.
“Different advertisers are at different stages of how they want to use clean rooms,” Nelson said. “It may not be a one-size-fits-all, so we want to make sure we’re working with as many partners as we can.”
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