Disney's Clean Room Brand Activations Grew 573% in 2023

To spur further growth, it's partnering with clean room tech from Google and Amazon

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Disney is known for its vast media holdings, but it is working to become an ad-tech juggernaut, too, and marketers are noticing.

Two years ago, Disney launched clean room capabilities. The tool’s main use case in advertising is to match brand and publisher first-party data sets in a privacy-safe way, for targeting, activation and measurement.

So far, the solution has over 140 customers, and momentum is growing: The number of brands activating with Disney’s clean room increased 570% in fiscal year 2023 compared with fiscal 2022, according to Dana McGraw, senior vice president of audience modeling and data science at Disney Advertising.

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