Disney opens its data clean room to VideoAmp, paving the way for enhanced ad targeting


Omnicom Media Group has begun initial brand tests with VideoAmp and Disney Advertising this quarter within the clean room. The integration allows OMG to match first-party, second-party and third-party audiences in its Omni marketing orchestration system to measure delivery across platforms, Geoffrey Calabrese, chief investment officer of Omnicom Media Group North America, said in a statement.

The clean room integration gives OMG clients “unprecedented visibility into the totality of their cross-platform video performance,” Calabrese said. “This partnership overall is about finding the right consumers in the right spot across the Disney portfolio for any given client campaign.”

Disney’s scale and reach will help brands understand unduplicated reach across platforms, Calabrese said.

“Matching advanced audiences across the Disney portfolio to maximize reach and limit frequency in a hyper-precise way is what we enable” through the integration, Calabrese said. “Now we have the ability to measure that in an always-on capacity on behalf of our clients.”

In the year since launching its clean-room technology—which Disney Advertising describes as industry-leading—it has handled more than 60 advertiser engagements while improving the speed of turnaround to under one week to move planning, buying and measurement to near real-time, the media company said in its statement.

In July, Disney announced an integration with The Trade Desk to allow programmatic buying across its portfolio through an integration of Disney’s Audience Graph and the open-source identity framework Unified ID 2.0 used by The Trade Desk within the Disney clean room.



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