Disney Audience Graph
Disney Audience Graph delivers cookieless, authenticated audience targeting at scale across 110M+ US households, enabling advertisers to reach precise segments within brand-safe, premium Disney content environments.
Last updated May 11, 2026 by ATDb automated enrichment · Connections updated May 11, 2026
- Industry
- Audience Data & Identity / Publisher AdTech
- Business Model
- Media & Data Platform (First-Party Data Monetization)
- Target Market
- Enterprise
- Employee Count
- 10001+
- Stock Symbol
- DIS
- Parent Company
- Disney Advertising
- API Available
- Limited
Leading premium publisher first-party data graph, differentiated by authenticated scale across Disney's owned streaming, linear, and digital properties
The Disney Audience Graph is Disney Advertising's flagship first-party data infrastructure, aggregating authenticated user data across Disney's vast portfolio of owned-and-operated properties including Disney+, Hulu, ESPN, ABC, and National Geographic. Launched in 2021, it encompasses 110M+ US households and enables advertisers to reach highly precise, privacy-compliant audience segments without relying on third-party cookies. The platform underpins Disney's broader data-driven advertising ecosystem, including the Disney Real-Time Ad Exchange (DRAX), Magic Words contextual targeting, and Disney Campaign Manager. The Audience Graph operates as a data clean room environment, enabling secure data collaboration between Disney and its advertising partners. Match rates typically range from 60–80%, with premium integrations via Neustar's Merkury identity solution achieving 92%+ match rates for holding companies like Omnicom Media Group (OMG) and Dentsu. The platform expanded globally into LATAM and EMEA markets beginning June 2024, timed to coincide with the international rollout of Disney+'s ad-supported tier, significantly extending its addressable footprint. In terms of cloud infrastructure, the Disney Audience Graph interoperates with AWS Clean Rooms, Google Cloud (expanded January 2024), and Snowflake Data Clean Rooms, making it one of the most broadly integrated publisher-side data platforms in the industry. This multi-cloud strategy allows buy-side partners to bring their own data into secure, privacy-preserving collaboration environments, positioning Disney as a premium destination for data-driven, cookieless advertising at scale.
Disney Audience Graph
Core first-party identity and audience data platform spanning 110M+ US households, built from authenticated logins across Disney's owned properties
DRAX (Disney Real-Time Ad Exchange)
Programmatic ad exchange powered by Audience Graph data, enabling real-time audience-based buying across Disney inventory
Magic Words
AI-powered contextual targeting tool that aligns ads to relevant scenes and moments within Disney streaming content
Disney Campaign Manager
Self-serve and managed campaign planning and activation platform leveraging Audience Graph segments for targeting and measurement
Disney Clean Room
Privacy-preserving data collaboration environment enabling advertisers to match their first-party data against Disney's graph via AWS, Google Cloud, and Snowflake integrations
Merkury Integration
Premium identity resolution integration via Neustar's Merkury platform, enabling 92%+ match rates for select agency holding company partners including OMG and Dentsu
- 2021Founded