Disney expands audience and data solutions globally

Disney Expands Audience and Data Solutions Globally Ahead of Ad-Supported Disney+ Launch In LATAM

NEW YORK, NY — On the eve of the launch of ad-supported Disney+ in Latin America, Disney is bringing its slate of audience solutions – including Disney’s Audience Graph and award-winning clean room technology – to the global market for the first time. Disney’s new Bridge ID will serve as the digital key bridging Disney’s Audience Graph to the data capabilities of advertisers.

“In one year, Disney has made significant strides delivering new capabilities to advertisers on Disney+ – and this early success continues,” said Dana McGraw, SVP of Data and Measurement Science, Disney. “For the first time, since scaling our offering to thousands of advertisers in the US, we have expanded Disney’s Audience Graph and Clean Room technology to a global region beginning with Latin America, for more precise and performance-driven planning, buying and measurement.”

In addition, Disney Advertising has announced an agreement with Mercado Libre (MELI), a market-leading online commerce and digital banking platform in LATAM. As part of this agreement, MELI will include the Disney+ Standard with Ads Tier as its SVOD service within its loyalty program MELI+ offer in Argentina, Brazil, Mexico, Chile, and Colombia, at launch.

On the Company’s path to powering greater automation for advertisers, Disney is also teaming up with MELI and Mercado Ads, creating a direct integration with Disney’s Real Time Ad Exchange (DRAX) to unlock more biddable opportunities in streaming for advertisers in Latin America, by providing access to high-quality, and brand-safe streaming inventory with the ability to reach unified audiences.

MELI will enable advertisers to leverage their first-party data and apply it to their media buys, using MELI’s demand-side platform to connect to Disney’s streaming inventory on the ad-tier. The direct connection between MELI and Disney is enabled by Disney Bridge ID, which allows advertisers to activate their audiences against Disney’s for precision insights, built with privacy at the forefront leveraging Disney’s clean room technology.

“Disney Advertising is bringing its much anticipated and proven audience solutions technology to the LATAM region, adding to our complete 360 offering of best-in-class content and unique advertising opportunities, forming a solid path to automation for all our partners,” said Kattia Quintanilla, VP of Disney Advertising Sales & Partnerships, Latin America. “I’m thrilled to partner with MELI as we come together to move the industry and our region forward bringing our advertisers better performance and precision results by reaching our unified audiences.”

“This alliance empowers advertisers to enhance their use of retail media, improving performance and achieving superior campaign results by combining Disney’s advanced audience solutions with Mercado Libre’s extensive first-party data. Advertisers can now reach users across the entire Mercado Libre ecosystem with a single campaign, whether they are shopping or enjoying Disney entertainment,” said Fernando Rubio, Advertising VP of Mercado Libre.

In addition to the advanced advertising and audience solutions that will be available in LATAM, with the new Disney+ single app offering, brands can reach an established base of subscribers that engage with an expanded content offering including the best in general entertainment content from Star+ and ESPN’s portfolio of sports rights for simplified access to all of Disney’s content. This advancement expands and enriches the Company’s current advertising offering in the region, bringing the best of Disney to media platforms, promotional activations and events, creative content solutions and integration opportunities with high-quality original productions.