Walmart and the Walt Disney Company have announced a partnership that will allow marketers to leverage data from both companies as they launch and evaluate the effectiveness of their campaigns.
The partnership will see Walmart’s customer purchase data tool, Walmart Connect, buddy up with the Disney Audience Graph, which will allow marketers to leverage Walmart’s retail purchase data with Disney’s audience tools to identify desired audiences and measure the effectiveness of their campaigns.
“We are enabling advertisers to plan, buy and measure in an automated way while bringing marketers closer to understanding purchase intent and true outcomes,” Jamie Power, the Senior Vice President of Addressable Sales at Disney, said on Wednesday.
Walmart Connect advertising revenue rose to $3 billion last year. The tool includes data points from 145 million in-store and online shoppers. Disney Audience Graph includes data from more than 110 million households subscribed to Disney’s streaming services — including Disney Plus and Hulu — along with 260 million unique device IDs where those streaming services are installed and used.
Advertisers will be able to use data from Walmart Connect and Disney Audience Graph to reach consumers “wherever they are streaming Disney content,” Power said.
Initial testing of the partnership will start later this quarter across several consumer advertising sectors, including consumer packaged goods (CPG), consumer electronics, telecommunications, automotive and pharmaceutical.
