Disney is now the largest media company to publicly adopt PAIR. The Trade Desk has been announcing tie-ups for its ID regularly, including with NBCUniversal and Paramount. At last year’s Cannes, Amazon announced support for Unified ID 2.0 through Amazon Web Services.
PAIR is available through Google Display and Video 360, the demand-side platform for advertisers. Disney uses Google Ad Manager as a foundational piece of its ad tech. PAIR can help with matching audiences, addressability, ad frequency management and measurement across connected TV and other channels. Disney won’t roll out PAIR integration until next year, Ferro said. The timing overlaps with when Google will finally say goodbye to cookies on Chrome, set for the second half of next year.
Last month, Google announced deals with clean room tech companies, including InfoSum, Habu and LiveRamp.
Last year, at Cannes, Disney announced its integration with The Trade Desk’s ad ID. The ad tech company presents a serious challenge to Google in online programmatic advertising, and it has made inroads in connected TV. Google’s deal with Disney represents a step forward for the search giant in connected TV, too.
Read more: Google expands its data clean room tools
“What we want to do is create as frictionless a buying process as possible,” Ferro said. “So, if people want to buy direct, great you can buy direct. You want to buy through these partners, great you can buy through those partners. You want to buy through our self-service capabilities, we can help service you that way, as well.”
Disney, which has an ad-supported version of its streaming app Disney+, also owns Hulu, ESPN and ABC. The landscape is more competitive than ever, too, with Paramount+, Warner Bros. Discovery’s Max, NBCUniversal’s Peacock, Netflix and others getting their ad tech in line for data-hungry advertisers.
At Disney+, 40% of new signups opt into the ad-supported tier, which costs less than the ad-free version. “Ten times the opportunity today exists on Disney+, in terms of impressions for advertisers, than at the beginning of the year,” Ferro said.
Disney isn’t the only publisher out at Cannes talking ad tech. Last week, Paramount announced a new partnership with Havas Media North America and LiveRamp, the data collaboration platform. LiveRamp has developed RampID as its post-cookie identity.
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