Disney is integrating Google’s new ad tech product, known as PAIR, which provides another way for publishers to use data to power ads, especially after cookies get deprecated on Google’s Chrome web browser next year. PAIR could boost the effectiveness of major Disney advertisers by providing better targeting and measurement when they place ads on properties including Disney+ and Hulu.
Disney and Google announced their expanded partnership today, timed to the first day of the Cannes Lions International Festival of Creativity, where ad tech—including the death of cookies and the rise of data clean rooms—is among the most pressing subjects for discussion. Rita Ferro, Disney Advertising’s president of sales, is in Cannes to speak with the six major holding companies about PAIR, which stands for Publisher Advertiser Identity Reconciliation.
Read more: Ad leaders to confront multiple industry issues at Cannes
“When you think of the upfront conversations we’re having today,” Ferro said in an interview in Cannes on Sunday, “people want to be with the biggest players in terms of supply, to make sure that they can reach the audiences they’re looking to reach ... We want to make it easier to do that with interoperability across the biggest sources of demand in the marketplace. We did it with The Trade Desk last year. PAIR allows us to now be able to do that with Google.”
Look back: Disney teams with The Trade Desk