Disney is launching a new advertising product called Luminate that is offering marketers data-based targeting for ads across Disney’s brands including ABC, ESPN, Freeform and the Disney Channels.
Disney said Luminate will contain offerings like linear optimization, digital audience guarantees, digital private marketplace (programmatic), attribution studies to quantify advertiser return on investment and ESPN’s LiveConnect lead solution for live sports, which will now be used to explore ways to extend to live events across the entire Disney portfolio.
Disney is working with third-party attribution vendors including Data Plus Math, Accenture and Samba TV to substantiate KPIs. The service will use a combination of client data, Nielsen and/or The Walt Disney company’s first-party data.
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