With the help offirst-party dataservice providers Snowflake, Habu, and InfoSum, the Disney Advertising Sales department has officiallycreated its own data clean room. A ‘ clean room’ is usually leveraged to integrate client proprietary consumer information with other industry data to improve performance. Clean rooms are used to safeguard a company’s data as well as the privacy of its customers.
What makes clean room services appealing to broadcasters is that programmers have dependable linkages to viewers who are signed into OTT services or have monthly subscriptions.
Disney’s announcement is interesting in that it does not include large cloud marketing businesses like Google and AWS, instead of focusing on data and identity vendors who operate across channels.
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Disney Clean Room: What’s In It For Marketers?
The primary idea behind the ‘clean room’ is to help marketers with their first-party data. Through this move, marketers will be able to collaborate with 1,000 first-party sectors, according to Disney.
Furthermore, marketers can use clean rooms to match theirfirst-party datawith other industry data in a secure environment. Marketers may match and instigate their needs when it comes to buyer behavior, household features, and psychographics using its first-party segments.
That’s What They Said!
Lisa Valentino, Disney ad sales EVP gave an official statement saying –
We are building data solutions for our clients and marketers anchored in Disney Select’s unrivaled audience-based capabilities. It was important for our clean room offering to be cloud agnostic to provide brands with scale and variation
Drivetime andOmnicom Media Group(OMG) were the first clients to use Disney’s clean room for beta testing.Habu,InfoSum, andSnowflakeare also among the data firms taking part in the test.
OMG chief investment officer Geoff Calabrese, said –
This partnership with Disney is about setting the standard for the future of media accountability, and a more accurate understanding of consumer engagement and outcomes – it’s where we need to go as an industry, and OMG is proud to work with Disney in leading the way forward
