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Disney collaborates with Affinity Solutions

June 18, 2024

In a collaboration with Affinity Solutions, Disney is set to add to its list of data-driven capabilities by launching a commerce media solution that delivers attribution measurement and consumer purchase insights across categories – including Retail and QSR – to brands and advertisers.

Disney and Affinity Solutions will partner to leverage an expansive view of consumer buying behaviour across the US. Disney says the move will give it an expedited understanding of spending behaviours as the only media company in the advertising ecosystem with access to 140 million debit and credit card transactions through Affinity Solutions.

“Taking this next step with Affinity Solutions will allow Disney to not only deliver unique insights from our proprietary Audience Graph, but also leverage granular, historic consumer purchase data to better serve advertisers,” said Dana McGraw, SVP of Data and Measurement Science, Disney. “This extension of our data capabilities will open new doors for brands, allowing them better planning, targeting, outcomes measurement and optimisation across our platforms.”

Disney will manage both the data activation and distribution for advertising campaigns with Affinity data across all Disney properties. Brands will additionally be able to engage with Disney’s Clean Room technology – having access to Clean Room queries and reports.

“We are proud to collaborate with Disney to provide advertisers with a real-time understanding of spending behaviours enabling more meaningful campaign outcomes across Disney properties, not only proving the value of their investment but also increasing it,” said Damian Garbaccio, Chief Marketing & Business Officer, Affinity Solutions.

This commerce media solution also builds on the existing partnership between the National Retail Federation (NRF) and Affinity Solutions – and will provide retailers with new marketing capabilities through Disney properties.

Mark Mathews, Executive Director of Research, National Retail Federation, added: “This offering from Disney Advertising and Affinity Solutions creates incredible opportunities for retailers as they will have access to the best commerce data for each of their media use cases across the most innovative media ecosystem.”

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