Disney Audience Graph

Leading premium publisher first-party data graph, differentiated by authenticated scale across Disney's owned streaming, linear, and digital properties

The Disney Audience Graph is Disney Advertising's flagship first-party data infrastructure, aggregating authenticated user data across Disney's vast portfolio of owned-and-operated properties including Disney+, Hulu, ESPN, ABC, and National Geographic. Launched in 2021, it encompasses 110M+ US households and enables advertisers to reach highly precise, privacy-compliant audience segments without relying on third-party cookies. The platform underpins Disney's broader data-driven advertising ecosystem, including the Disney Real-Time Ad Exchange (DRAX), Magic Words contextual targeting, and Disney Campaign Manager. The Audience Graph operates as a data clean room environment, enabling secure data collaboration between Disney and its advertising partners. Match rates typically range from 60–80%, with premium integrations via Neustar's Merkury identity solution achieving 92%+ match rates for holding companies like Omnicom Media Group (OMG) and Dentsu. The platform expanded globally into LATAM and EMEA markets beginning June 2024, timed to coincide with the international rollout of Disney+'s ad-supported tier, significantly extending its addressable footprint. In terms of cloud infrastructure, the Disney Audience Graph interoperates with AWS Clean Rooms, Google Cloud (expanded January 2024), and Snowflake Data Clean Rooms, making it one of the most broadly integrated publisher-side data platforms in the industry. This multi-cloud strategy allows buy-side partners to bring their own data into secure, privacy-preserving collaboration environments, positioning Disney as a premium destination for data-driven, cookieless advertising at scale.