Disney has announced a host of new advertising capabilities, including a new shoppable ad format, an expansion of its clean room offering, and new measurement partnerships.
The company’s new Gateway Shop ad format allows viewers to send on-screen products to their second screen without interrupting their program. Disney says that Gateway Shop is the first native, shoppable ad format for streaming.
Disney also announced an expansion of its clean room offering, which allows advertisers to access and share data without compromising privacy. The company has partnered with Amazon Web Services and Google Cloud to expand its cloud services capabilities.
Disney is also partnering with Innovid and Lucid Impact Measurement by Cint to improve streaming measurement. The new partnerships will give advertisers access to data on ad recall, consideration, purchase intent, and brand favorability.
Finally, Disney teased a new contextual ad product, Magic Words, that uses advanced data to analyze scenes and visuals across its library to tie mood and emotion to advertising messages. Magic Words will be available to beta partners at this year’s upfront and to wider audiences by the end of the year.
These new capabilities are part of Disney’s effort to supercharge its advertising offerings and better monetize its portfolio of live TV, streaming, and other properties. The company is also looking to address the ongoing deprecation of the third-party cookie, which has made it more difficult for advertisers to track and target users online.
“We combine decisioning, data, engineering, automation, and measurement, delivering a massive competitive advantage in meeting our advertising partners’ business needs,” said Ajay Arora, senior vice president for commerce, growth, and identity at Disney. “And having the strongest tech stack in the industry allows us to pave the way for even smarter innovation.”
Source: MarketingDive
