The Cannes Lions International Festival of Creativity 2023 officially began on June 19, and the entire industry is excited to know about new announcements and partnerships to be made in the global event for the good.
And, on the first day of the event itself, Disney and Google announced their expanded partnership. As part of the deal, Disney integrates Google’s new ad tech product, known as PAIR (Publisher Advertiser Identity Reconciliation), into its platform.
The demise of third-party cookies has resulted in a rapid increase in the vitality of first-party data for brands and marketers in order to successfully execute their online ad campaigns.
And, to effectively face the post-cookie world, big heads in the industry are leaving no stone unturned and coming up with different methodologies. For its part, Google introduced a solution called PAIR last year.
PAIR is Google's latest innovation on Display & Video 360 that allows advertisers to narrow down online campaigns by matching their first-party datasets with applicable publishers.
Disney intends to increase the efficiency of substantial Disney advertisers by offering better targeting and measurement as they place ads on assets such as Disney+ and Hulu by integrating with Google's new ad tech product.
Rita Ferro, president of sales at Disney Advertising, is in Cannes to discuss PAIR with the six major holding companies.
According to Ferro, Disney has been developing a programmatic internet ad service that serves approximately 5,000 brands.
As of now, Disney is the first major media company to widely endorse PAIR.
Google Ad Manager is a key component of Disney's ad technology. PAIR can assist with audience pairing, addressability, ad frequency administration, and measurement across connected television and other channels. Ferro added that Disney will not implement PAIR integration until next year. The timing coincides with Google's planned removal of cookies from Chrome in the second half of next year.