Disney Advertising and Walmart Connect have announced a partnership aimed at bringing Walmart's audience solutions and measurement to Disney's Addressable streaming inventory. The collaboration is set to enhance audience targeting and outcome-based measurement for brand campaigns across Disney's streaming portfolio, including Hulu and Disney+.

The partnership will link Walmart's customer insights with Disney's proprietary Audience Graph, enabling advertisers to reach their target audiences and measure campaign impact through closed-loop attribution. Jamie Power, SVP, Addressable Sales at Disney Advertising, and Ryan Mayward, Senior Vice President of Retail Media Sales for Walmart Connect, have both commented on the partnership.

"Disney is committed to bringing innovative solutions to advertisers that tap into unique and actionable first-party data to drive insights, and prove effectiveness through the most transformative technology," said Power. "Simply put, we are enabling advertisers to plan, buy and measure in an automated way while bringing marketers closer to understanding purchase intent and true outcomes. Walmart has incredible data insights for planning and measuring, that when combined with the most impactful streaming environments- is a winning combination for advertisers."

"Combining Walmart's unique omnichannel customer insights with the incredible scale and reach of Disney+ and Hulu content is a huge unlock for marketers," said Mayward. "Approximately 145 million customers shop with us online and in stores weekly. Now, marketers will be able to apply those insights to their full-funnel campaigns to reach customers wherever they're streaming Disney content."

Disney Advertising is now part of Walmart Connect's Partner Lab, a testing ground for improving and innovating omnichannel connections across CTV, social, live streaming, and more. For the first time, advertisers will be able to apply Walmart's proprietary omnichannel purchase data to campaigns for measurement, enabled by a sync to Disney's Audience Graph via clean room technology and programmatically through a private marketplace.

The proof of concept will launch in Q2 with select advertisers across categories like CPG, Consumer Electronics, Telco, Auto, Apparel, Beauty, and OTC Pharmaceuticals, and will continue to be scaled for all eligible advertisers over the next few months.