Disney revealed an expansion of its advertising tools for markets outside the U.S., as well as a new partnership and ad tech integration with Mercado Libre, ahead of Disney+’s launch in Latin America later this week.
Notably, on June 26 Disney+ is set to launch in Latin America. On Monday, Disney announced that it will make its Audience Graph and clean room technology available to advertisers in global markets for the first time, powered by the newly introduced Disney BridgeID, beginning with Latin America.
Dana McGraw, SVP of Data and Measurement Science at Disney, said, “For the first time, since scaling our offering to thousands of advertisers in the US, we have expanded Disney’s Audience Graph and Clean Room technology to a global region beginning with Latin America, for more precise and performance-driven planning, buying and measurement.”
Disney unveiled BridgeID, during Cannes Lions last week, a new technology designed to enhance advertising targeting by connecting the Disney Audience Graph with third-party ID solutions. This proprietary tool aims to improve precision in targeting while prioritizing privacy through Disney’s clean room technology.
Furthermore, AdExchanger highlighted that BridgeID functions as a synthetic ID, seamlessly integrating with industry-leading identifiers like Yahoo’s ConnectID, Unified Identity 2.0 (UID2) from The Trade Desk, LiveRamp’s RampID, and Experian’s LUID. This integration promises enhanced data availability and increased match rates, facilitating advertisers’ efforts to effectively reach their desired audiences.
Mercado Libre (MELI), known for its online commerce and digital banking services, has entered into a multifaceted partnership with Disney+. One key facet includes bundling, as part of a previously announced distribution agreement, where Disney+ Standard with Ads will be offered through Mercado Libre’s loyalty membership program, MELI+, in Chile, Argentina, Brazil, Mexico, and Colombia upon launch. The collaboration between them also establishes a direct link between Mercado Ads’ demand-side platform (DSP) and Disney’s Real Time Ad Exchange (DRAX). This integration enables brands to engage in programmatic buying directly on Disney+ inventory, leveraging data connections to Disney’s Audience Graph through the innovative BridgeID technology.
Fernando Rubio, advertising VP of Mercado Libre, said, “This alliance empowers advertisers to enhance their use of retail media, improving performance and achieving superior campaign results by combining Disney’s advanced audience solutions with Mercado Libre’s extensive first-party data. Advertisers can now reach users across the entire Mercado Libre ecosystem with a single campaign, whether they are shopping or enjoying Disney entertainment.”
Furthermore, in Latin America, Disney+ is set to launch with a unified app that integrates a wide array of content, including Marvel and Star Wars franchises. The platform will also feature dedicated sections for ESPN’s comprehensive sports coverage including live streaming of ESPN and ESPN 3 linear channels, and Star+’s general entertainment programming.