Disney and Walmart Unveil Retail Media-CTV Advertising Integration

Disney Advertising and Walmart’s retail media division Walmart Connect are teaming up to bring retail media insights to Disney’s streaming TV platforms, including Hulu and Disney+, for programmatic advertising campaigns and measurement.

Walmart’s audience and measurement solutions will now be available for brands’ use across Disney’s addressable streaming inventory, offering advertisers closed-loop attribution on their campaigns by applying Walmart’s omnichannel purchase data via clean room technology.

“Combining Walmart’s unique omnichannel customer insights with the incredible scale and reach of Disney+ and Hulu content is a huge unlock for marketers,” said Ryan Mayward, SVP of Retail Media Sales for Walmart Connect in a statement. “Approximately 145 million customers shop with us online and in stores weekly. Now, marketers will be able to apply those insights to their full-funnel campaigns to reach customers wherever they’re streaming Disney content.”

The partnership is launching this quarter with select advertisers across CPG, consumer electronics, telco, auto, apparel, beauty and OTC pharmaceuticals, and will continue to scale to additional eligible advertisers over the next couple of months.

“Disney is committed to bringing innovative solutions to advertisers that tap into unique and actionable first-party data, to drive insights and prove effectiveness through the most transformative technology,” said Jamie Power, SVP of Addressable Sales at Disney in a statement. “Simply put, we are enabling advertisers to plan, buy and measure in an automated way while bringing marketers closer to understanding purchase intent and true outcomes. Walmart has incredible data insights for planning and measuring that, when combined with the most impactful streaming environments, is a winning combination for advertisers.”