Disney Audience Graph

Disney's proprietary first-party identity graph and clean room platform, competing directly with walled garden data offerings from Google, Meta, and Amazon for premium CTV and streaming advertising budgets.

Disney Audience Graph is a proprietary, fully in-house-built first-party data platform that powers audience targeting, planning, buying, and measurement capabilities for advertisers across Disney's portfolio of media properties.¹ It gives advertisers access to more than 100,000 audience attributes and nearly 2,000 segments, delivering match rates three times higher than standard segments through Disney Select.¹ By enabling greater interoperability through clean room technology, the Audience Graph allows advertisers to understand the incremental reach of audiences and determine optimal cross-screen reach and frequency across the Disney portfolio.² Adoption has grown significantly, with nearly 140 brands and all major media holding companies engaged, and the Clean Room solution — which the Audience Graph underpins — has produced 1,500 reports and more than 160 activations across categories including Automotive, CPG and Beverages, and Finance.² The scale supporting the graph includes 218 million monthly unique visitors in the U.S., 100 million household-level IDs, 160 million connected TV IDs, and 190 million device IDs.³ Source 1: disneyadvertising.com — Disney's State-Of-The-Art Audience Graph Fuels Rapid ... Source 2: disneyadvertising.com — Disneys Award-Winning Clean Room Solution Celebrates ... Source 3: digiday.com — How Disney is using its audience data and Hulu's ad tech ...