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The Consumer Buying Database You've Dreamed of Is Here
Walmart's massive database containing everything we buy is now for sale — if you're buying ads on Disney's streaming properties
The Consumer Buying Database You've Dreamed of Is Here
Walmart's massive database containing everything we buy is now for sale — if you're buying ads on Disney's streaming properties
by Tod Maffin (LinkedIn • social media)
Today's News
WALMART • Shopping Data Now Usable on Disney
Advertisers can now use Walmart’s enormous trove of shopping data to more effectively reach people watching Disney+ or Hulu.
As a part of the deal, Walmart advertisers will be able to match the retailer’s shopper data with Disney’s proprietary Audience Graph tools, helping them target audiences and measure data better. Datasets will be combined using clean-room technology so that — theoretically — user data can’t be shared with other external parties.
At the same time, Disney will join Walmart’s Partner Lab, whose members include TikTok, Roku, NBCUniversal, and other TV and social platforms. Each company works with Walmart to test new ad formats and measurement.
About 145 million people buy something at Walmart each week, either online or in-store, making it a formidable database of consumer preferences.
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