Data clean rooms are all the rage now, given the eventual doom of third-party cookie tracking. The demand for clean rooms and first-party data sharing is clearly going up. Particularly, in the CTV space, marketers seek to run highly targeted ads with deduped measurement.
This integration will possibly open up new pathways for enterprises to navigate a cookieless world. Not to mention, it will power greater interoperability between Disney’s Audience Graph and the open-source Unified ID 2.0 (UID) framework.
The UID framework of Trade Desk is one of the powerful alternatives to cookies that uses multiple identifiers to maximize scale and addressability. With Disney’s massive ad inventory, the UID framework can now be combined to unlock and refine customer segments with precision and run personalized ad campaigns.
Moreover, Disney’s data clean room technology will provide a safe ground for brands to match their first-party data within a secure and encrypted environment.
The deal lies at the intersection of several digital marketing trends - addressing privacy concerns, targetability, unified measurement, and the growing CTV network. This announcement may also put Disney ahead of Netflix and other competitors in the programmatic CTV ad space.
All in all, we believe that Disney’s agreement with Trade Desk and Unilever’s move to test the efficacy of the integrated platform is a key milestone. A milestone that may set the stage for enabling greater interoperability and collaboration in the programmatic ad ecosystem to cope with a cookieless future. In addition, it provides a path for marketers to drive better audience activation and measurement across digital channels.