The Impact of Walmart’s Shopping Data on Disney’s Streaming Portfolio

In a recent development reported by Adweek, it has been revealed that Walmart’s shopping data can now be utilized by advertisers to target Disney’s streaming platforms, such as Disney Plus and Hulu. This collaboration between Disney Advertising and Walmart Connect opens up new opportunities for advertisers to reach their audiences more effectively.

The partnership allows Walmart advertisers to leverage the retailer’s shopper data and combine it with Disney’s Audience Graph tools. This integration enables them to target specific audiences and enhance the measurement of their data-driven campaigns. With approximately 145 million customers shopping at Walmart both online and in-store weekly, advertisers now have access to valuable insights that can be utilized to reach customers across Disney’s streaming content.

To ensure privacy and data security, the datasets are combined using clean-room technology, preventing the sharing of user data with external parties. This approach maintains the integrity of the data while still allowing advertisers to benefit from the valuable insights derived from the collaboration between Walmart and Disney.

By joining Walmart’s Partner Lab, Disney gains access to a network of other platforms like TikTok, Roku, and NBCUniversal. This collaboration allows for the testing of new ad formats and measurement techniques, further enhancing the effectiveness of advertising campaigns. The initial testing of this partnership will focus on various categories including consumer electronics, automotive, apparel, and more.

Walmart’s recent acquisition of smart TV maker Vizio for approximately $2.3 billion in February further strengthens its position in the advertising market. The integration of Vizio’s technology with Walmart’s ad business is expected to provide a significant boost to the capabilities offered to advertisers, making it easier for them to target relevant audiences across different platforms.

Overall, the partnership between Walmart and Disney represents a strategic move that benefits both companies and advertisers alike. By leveraging Walmart’s vast shopping data and combining it with Disney’s streaming portfolio, advertisers now have access to a powerful tool that can help them reach their target audiences more effectively. With the ongoing testing and expansion of this partnership, we can expect to see innovative advertising solutions emerge that drive better results for brands and marketers.