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Disney in Attribution and Insights Deal

June 19 2024

Entertainment giant Disney is launching a commerce media solution giving brands and advertisers attribution measurement and consumer purchase insights across categories including retail and QSR - in partnership with Affinity Solutions.

Disney Affinity image from announcement on disney.comThe firms will use their extensive data on consumer buying behavior across the US - including Affinity's information from 140 million debit and credit card transactions - to analyse spending and provide advertisers with both insights and solutions for subsequent engagement. The deal also builds on Affinity's existing partnership with the National Retail Federation (NRF).

Dana McGraw, SVP of Data and Measurement Science at Disney comments: '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. This extension of our data capabilities will open new doors for brands, allowing them better planning, targeting, outcomes measurement and optimization across our platforms'. Damian Garbaccio, Chief Marketing & Business Officer at Affinity says the deal will allow advertisers on Disney properties not only to prove the value of their investment, but also to increase it. Mark Mathews, Executive Director of Research at the NRF adds: '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'.

Web site: www.disney.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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