Exclusive: Disney inks major advertising deal with The Trade Desk – Axios

Disney has reached an agreement with The Trade Desk, a global ad tech company, that makes it possible for brands to target automated ads across Disney properties using data matched on the back end from Disney and The Trade Desk.

Why it matters: This is one of the largest media-business efforts yet to craft a new ad-targeting system as third-party tracking fades away, and it's likely to trigger a series of similar partnerships between major media companies and other big ad tech firms.

Details: The deal integrates data from Disneys Clean Room, a privacy-conscious repository of first party data, or data Disney gathers directly from its users with their consent, and matches it with personalized data thats been created through an industry framework called the Unified ID 2.0, which The Trade Desk has championed.

Between the lines. The deal will help Disney achieve its goal of shifting more than 50% of all of its advertising sales to automated buying.

The big picture: The deal comes as the streaming advertising landscape grows more competitive.

Bottom line: I think there's a lot of folks kind of sitting there waiting for some of this stuff to play out in the identity [personalized data targeting] landscape. But we're not waiting, said Tim Sims, chief revenue officer at The Trade Desk.

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Exclusive: Disney inks major advertising deal with The Trade Desk - Axios