\n<\/p>\n
Advertisers can now use Walmart\u2019s shopping data to target Disney\u2019s streaming portfolio, which includes Disney Plus and Hulu, Adweek<\/em> reports<\/a>. The news comes after the companies announced a partnership between Disney Advertising and Walmart Connect, the retailer\u2019s media business, on Wednesday.<\/p>\n<\/div>\n As a part of the deal, Walmart advertisers will be able to match the retailer\u2019s shopper data with Disney\u2019s proprietary Audience Graph tools, helping them target audiences and measure data better. Datasets will be combined using clean-room technology<\/a> so that \u2014 theoretically \u2014 user data can\u2019t be shared with other external parties.<\/p>\n<\/div>\n \u201cApproximately 145 million customers shop with us online and in stores weekly,\u201d Ryan Mayward, senior vice president of retail media sales for\u00a0Walmart Connect<\/a>, said in a statement. \u201cNow, marketers will be able to apply those insights to their full-funnel campaigns to reach customers wherever they\u2019re streaming Disney content.\u201d<\/p>\n<\/div>\n At the same time, Disney will join Walmart\u2019s Partner Lab, whose members include TikTok, Roku, NBCUniversal, and other TV and social platforms. Each company works with Walmart to test new ad formats and measurement.<\/p>\n<\/div>\n Initial testing of the partnership will start sometime in the second quarter across categories like consumer electronics, automotive, apparel, and more.<\/p>\n<\/div>\n The news comes after Walmart agreed<\/a> to purchase smart TV maker Vizio\u00a0for approximately $2.3 billion in February, which should further boost its ad business. But that\u2019s assuming the deal goes through<\/a> \u2014 privacy and competition advocates are urging the government to investigate the acquisition, warning that it<\/a> \u201ccould lock in captive buyers to Walmart advertising and content channels for good.\u201d<\/p>\n<\/div>\n