Walmart will soon use its shopping data to present targeted ads on Disney+ and Hulu, allowing advertisers to reach more audiences through the streaming platforms.
The partnership is part of Disney Advertising and Walmart Connect's media agreement.
Disney, Walmart Collaborate for Enhanced Targeted Ads
The partnership stated that Walmart advertisers would be allowed to utilize the retailer's shopper data and match them with Disney's proprietary tools. The strategy will help the advertisers place the appropriate targeted ads for streaming subscribers.
"For us, we just want to make sure we're creating an open ecosystem so they can transact on the data that works for them," said Jamie Power, SVP for addressable sales at Disney.
The companies also assured that no external parties will be authorized to access the user data as they will be incorporating clean-room technology. The initial testing is slated to start in the second quarter of the year.
Disney Joins Walmart's Partner Lab
Disney is now also part of Walmart's Partner Lab, which is a group of TV and social media platforms that work closely with retailers to experiment with different ad formats and strategies. Other companies include TikTok, NBCUniversal, Roku, TalkShopLive, and more.
The initiative has been ongoing for 2022 and Disney's participation is expected to add more datasets for clients, especially on retail media data. The U.S. currently holds a huge subscriber base with 54 million users.
Walmart logged that around 145 million customers shop in their retail and online stores weekly. The partnership will allow marketers to gain more insights about their customers and increase their campaigns whenever customers stream Disney content.
The initial testing will first include targeted ads on consumer electronics, apparel, automotive, and more.
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