Disney (DIS) has reached an agreement with Trade Desk (TTD) that makes it possible for brands to target automated ads across Disney properties using data matched on the back end from Disney and Trade Desk, Sara Fischer of Axios reports. The deal integrates data from Disney’s Clean Room, data the company gathers directly from its users with their consent, and matches it with personalized data that’s been created through an industry framework called the Unified ID 2.0, which Trade Desk has championed, notes Fischer. Rita Ferro, Disney’s president of advertising sales for its media and entertainment distribution arm, told Axios will be talking to other distribution partners about similar deals moving forward. Shares of Trade Desk are up 3% to $44.81 following the report.
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