Disney Audience Graph

Disney's proprietary first-party identity graph and clean room platform, competing directly with walled garden data offerings from Google, Meta, and Amazon for premium CTV and streaming advertising budgets.

The Disney Audience Graph is Disney Advertising's proprietary first-party data platform, launched in 2021, built on deterministic data from over 110 million US households. It aggregates authenticated user data across Disney's vast portfolio of streaming, linear, and digital properties — including Disney+, Hulu, ESPN, and ABC — to create a unified identity graph that powers audience targeting, measurement, and activation at scale. The platform serves as the data backbone for Disney's broader advertising technology ecosystem, enabling advertisers to reach highly defined audience segments with precision across premium, brand-safe inventory. The Disney Audience Graph underpins several key advertising products, including DRAX (Disney Real-Time Ad Exchange), Magic Words contextual targeting, and Disney Campaign Manager. It operates within a data clean room environment, allowing advertisers to match their first-party data against Disney's graph without exposing raw user-level data. Match rates typically range from 60–80%, with integrations via Publicis Merkury enabling 92%+ match rates for OMG and Dentsu clients. In January 2024, Disney expanded cloud interoperability to include both AWS and Google Cloud in addition to Snowflake, broadening clean room accessibility for agency and brand partners. Starting in June 2024, Disney began expanding the Audience Graph internationally into LATAM and EMEA markets, aligned with the global rollout of ad-supported Disney+ tiers. This global expansion positions Disney as a formidable first-party data competitor to walled gardens like Google and Meta, offering advertisers a scaled, cookieless targeting solution grounded in authenticated, consent-based data across one of the world's most recognized media brands.