Disney Advertising and global advertising technology company The Trade Desk have reached a landmark agreement to power greater audience activation at scale programmatically.

This expanded deal marks yet another step toward transforming how advertisers access Disney’s portfolio of premium supply, rooted in secure data collaboration and powered by automation through Disney’s Clean Room technology. By offering clients more flexibility, choice and control across all deal types, Disney is delivering on its commitment to support addressability at scale.

This agreement will enable a first-of-its kind integration between Disney’s proprietary Audience Graph and the open-source identity framework, Unified ID 2.0, within a secure environment. As a result, buyers will be able to discover more addressable, biddable inventory across the Disney portfolio, all validated by Disney’s proprietary Audience Graph, an official statement from The Trade Desk stated.

“Disney Advertising had a bold vision backed by proven results from the start, and we’re thrilled to continue to deliver on our commitment to power greater automation and addressability for our customers through this expanded deal with The Trade Desk,” said Rita Ferro, President, Advertising Sales, Disney Media & Entertainment Distribution.

She went on to add in the statement: “We have spent years investing in our data and technology strategy to create innovative solutions for advertisers to engage their audiences with greater precision and accuracy in a privacy-focused way. This first-to-market capability sets the stage to empower access to the Disney portfolio, validated by powerful audience insights, in a way that’s automated and accessible.”

Disney continues to advance its efforts towards a data-informed, tech-enabled future rooted in audience innovation. For example, more than 40 clients and most major agencies today across all major categories have engaged in Clean Room strategies in collaboration with Disney leveraging its Audience Graph.

Disney’s agreement with The Trade Desk is a key milestone in enabling greater interoperability with the programmatic ecosystem at large, while setting the stage to power better audience activation and measurement. Moreover, it provides a path for advertisers to leverage their first-party data in biddable environments as the industry faces new disruption caused by the deprecation of third-party cookies.

“Disney is reimagining our advertising platform to support a global and addressable future. We are uniquely positioned to match the world’s greatest content with next-generation products and technologies, through a secure and unified ad platform, and one-of-a-kind first-party data. The growth of our relationship with The Trade Desk is a milestone in addressability and automated buying at scale, and the latest step as we use technology to enable advertisers to buy once to deliver everywhere across Disney,” said Aaron LaBerge, President and Chief Technology Officer, Disney Media & Entertainment Distribution.

“With this agreement, Disney and The Trade Desk are pioneering a new approach to audience addressability in a post-cookie environment. By creating interoperability between Unified ID 2.0 and Disney’s Audience Graph, we are unlocking the opportunity for our customers to activate their first-party data at scale programmatically, against some of the world’s most premium content, across all channels. As a result, advertisers will be able to deliver relevant advertising, while ensuring consumers have more control of their own privacy,” said Tim Sims, Chief Revenue Officer, The Trade Desk.

Disney Advertising is implementing this expanded capability with advertisers over the next several months, while setting the stage to support interoperability across all demand partners and platforms.