“We are excited to be on the front lines of this future-fit partnership between Disney and The Trade Desk, so we can continue learning about holistic reach and frequency in a privacy-safe environment,” said Aaron Sobol, head of media investment and partnership for Unilever.
Sobol didn’t elaborate on exactly what or how Unilever is testing or the extent to which it’s bringing its own first-party consumer data into the clean room. In its statement, Disney described the capabilities of the integration as “creating an audience match reliant on high-fidelity first-party data vs. more traditional means of matching based on cookies or pixels.” The idea is for advertisers to know not only if, but how, they reach key audiences at a scale needed to increase incremental reach across linear, connected TV and digital media, according to the statement.
from Digital Marketing Education https://ift.tt/pH3gOxe
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