Disney is stepping up measurement game in the advertising world, partnering with Innovid and Lucid Impact Measurement by Cint to offer real-time metrics and insights to marketers.

This collaboration aims to enhance performance at the point of conversion and creative optimisation, providing advertisers with a wealth of brand metrics and real-time insights.

Disney said it was committed to reducing time-to-insights to mere hours and days through automation. The media giant's new dashboard, developed in conjunction with Lucid, will provide advertisers with visibility into key brand success measures such as ad recall, consideration, purchase intent, and brand favourability.

The dashboard, set to be available across all of Disney's streaming platforms, can also be extended globally, offering a comprehensive view of campaigns. Disney is also collaborating with Innovid to translate consumer actions into real-time insights for campaign creative.

Disney plans to share a first look at a beta dashboard designed for real-time creative optimisation at its Global Tech and Data Showcase.

Disney Advertising SVP, Audience Modelling and Data Science, Dana McGraw, emphasised the importance of accurate measurement in a statement.

"Marketers need better measurement, but measurement without accuracy is meaningless at a time when advertisers are under increasing pressure to show and prove performance across their media investments," she said. "At Disney, our goal is to continue building greater interoperability between our first-party audience framework and leading industry technology platforms. We're committed to delivering results at every stage of the path to purchase with ease and simplicity.'

SVP of Measurement at Cint, Laura Manning, echoed McGraw's sentiments. "The goal of Lucid Impact Measurement by Cint is to make media measurement as seamless and close to real time as possible, which is why we're thrilled to partner with Disney, a like-minded pioneer in measurement technology," she said.

Innovid SVP of Global Enterprise Development, Krista Panoff, highlighted the consumer-centric approach of the partnership.

"Consumers are clear - they want access to engaging content, and advertising that's relevant to them. Innovid's measurement, optimisation, and ad delivery capabilities, applied to Disney's premium portfolio and proprietary Audience Graph, not only helps buyers unlock the value of inventory, but also strengthens brands' reach and performance," she said.