Disney launched a so-called “clean room” data solution for advertisers, harnessing north of 1,000 first-party data segments to boost measurement and campaign insights for clients as addressable advertising ramps up and third-party cookies make their way out.

Its new clean room—a secure environment where personal data is stored and analyzed for advertising purposes under strict privacy controls—is powered by Disney Select, an amalgam of data and modeling capabilities that the most magical company on earth announced at its inaugural tech showcase in February.

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“We are building data solutions for our clients and marketers anchored in Disney Select’s unrivaled audience-based capabilities,” said Lisa Valentino, executive VP of client solutions and addressable enablement at Disney Advertising Sales.

In line with Disney’s goal of providing what it calls “custom and future forward solutions” to marketers, the company’s ad sales team has selected multiple partner data vendors in the name of flexibility for marketers including Habu, InfoSum and Snowflake.

Omnicom Media Group and used car dealer DriveTime have already signed on as beta launch brands, Disney confirmed, adding that the program will be available to brands of all sizes and all categories.

“The insights from this initiative will inform our strategy as the face of our customer continues to evolve and expand,” said Kyle Tassinari, DriveTime’s senior director of market and brand strategy, emphasizing the importance of reaching a relevant audience “that drives ROI for our business.”

Critical to the clean room’s function is Disney Select, which compiles all of the company’s first-party data and advanced modeling capabilities under one roof, allowing marketers to pick and choose their desired audiences in a manner designed to meet client targets from consumer behavior to household characteristics.

“This partnership with Disney is about setting the standard for the future of media accountability, and a more accurate understanding of consumer engagement and outcomes,” said Geoff Calabrese, chief investment officer at Omnicom Media Group. “It’s where we need to go as an industry, and OMG is proud to work with Disney in leading the way forward.”

In light of the looming death of third-party cookies, much has been made recently of the push toward first-party data, particularly as ultra-targeted addressable advertising capabilities continue to infiltrate platforms from digital ads to linear TV.

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