The Current, delivered daily.
Disney, LiveRamp partner to provide first-party tools for streaming ads
LiveRamp’s people-based identifier will integrate with Disney's Audience Graph.
Disney and LiveRamp announced a new integration that will primarily serve advertisers who are buying inventory on Disney streaming services.
The news: A partnership between Disney Advertising and data collaboration platform LiveRamp will provide advertisers with more ways to reach audiences through CTV, the companies said. It creates a way for marketers to harness first-party data as they seek to reach users on Disney’s streaming platforms.
How does it work? The integration will create interoperability between Disney and LiveRamp in the following ways:
RampID, which is LiveRamp’s people-based identifier, will integrated with Disney’s Audience Graph. RampID helps companies to connect across offline and online first-party data. It’s designed to allow brands to reach consumers wherever they are in a buying journey. Brands can now use this to personalize experiences on Disney streaming services, the companies said.
In turn, buyers will be able to access premium CTV inventory through Disney+ when using LiveRamp’s Authenticated Traffic Solution (ATS). As advertisers are seeking to reach the right customers, ATS helps publishers match consented user data with a RampID. The enabler is first-party logins, rather than third-party identifiers.
Key quote from Disney SVP of Addressable Sales Jamie Power: “With marketers seeking solutions that leverage first-party data versus pixels and cookies, Disney Advertising continues to architect solutions that put choice and control back in the hands of buyers. We’re excited to expand the aperture of interoperability through our new integration with Experian and LiveRamp, which will give advertisers increased reach and optimized frequency across Disney inventory while powering greater choice and control for buyers.”
Where advertising is heading
The partnership highlights two trends shaping the changing digital advertising landscape:
CTV, or Connected TV, describes advertising that is designed for streaming services. Disney is a key player in streaming through its service Disney+. The service has grown to reach 161.8 million subscribers. With an ad-supported tier that launched in November, Disney is introducing more opportunities for brands to reach consumers. CTV advertising holds the promise of combining the ability to reach the captive audience of TV with the targeting and measurement capabilities of the internet. To make advertising more effective, streaming platforms will increasingly add capabilities that allow advertisers to more effectively reach the right consumers. This integration offers one such example of a building block moving into place.
First-party data: For years, digital advertising was powered by third-party tools such as the pixels and cookies referenced by Power that helped brands understand consumer behavior and intent based on their movement across websites. But changes coming to digital advertising as a result of Apple’s App Tracking Transparency and the coming end of third-party cookies are putting a priority on first-party data, which is collected directly from consumers through a purchase or loyalty program. Typically, retailers possess this data from checkout and shopping activity, but the changes being put in place create barriers to sharing it between web properties. Streaming services like Disney may not have ready access to first-party data, as they are currently a medium for viewing rather than buying. Integrations with services like LiveRamp can help streaming services access that first-party data. This integration underscores how services like Disney are building out these capabilities through partnerships.
Further reading: LiveRamp also recently partnered with Pinterest to provide access to data clean rooms, which are also gaining importance in the privacy-centric advertising market.
Trending in Marketing
Consumer sentiment dips to open March for the first time in 4 months
Inflation expectations fell to two-year lows, the University of Michigan reported.
After months of gains, consumer sentiment fell to start the month of March.
According to the University of Michigan’s preliminary data for March, sentiment fell for the first time in four months. Currently, it is 5% below February, but is 7% higher than the same month of 2022.
Driving the declines were lower sentiment among lower-income, less-educated, and younger consumers, as well as some of the highest stockholders.
Higher prices resulting from stubborn inflation continue to be a big drag on sentiment across all categories. While the collapse of Silicon Valley Bank and other financial institutions figures to play a role, most of the interviews for UM’s data collection were completed prior to the SVB turmoil.
(Source: University of Michigan)
Looking ahead, consumers do see improvement on the horizon for prices. Year-ahead inflation expectations fell from 4.1% in February to 3.8% in March. That’s the lowest reading since April 2021. Long-run expectations also fell to 2.8%, which was below the range of 2.9%-3.1% for only the second time in 201 months.
The takeaway: While these readings are still well above pre-pandemic levis, they will likely be welcome news among economists at the Federal Reserve as a signal that inflation is not becoming implanted in the consumer psyche. But with the introduction of a banking crisis and inflation remaining stubborn, the Fed’s path is not clear, and that will extend to consumers.
“With ongoing turbulence in the financial sector and uncertainty over the Fed’s possible policy response, inflation expectations are likely to be volatile in the months ahead,” wrote UM Survey of Consumers Director Joanne Hsu.