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Disney Audience Graph
New York, New York, United States · Founded 2021
DIS
Sourced & current · updated Aug 22, 2026
Disney's proprietary first-party data platform spanning 110M+ US households, fueling its data clean room. Match rates 60-80% typical, 92%+ for OMG / Dentsu integrations via Merkury. Launched 2021; expanded globally (LATAM, EMEA) starting June 2024 ahead of ad-supported Disney+ international rollout. Powers DRAX, Magic Words, and Disney Campaign Manager targeting. Interoperates with AWS + Google Cloud (Jan 2024 expansion) + Snowflake.
Where they sit
Stack tier: Ecosystem Services (A)
Customer Data PlatformIdentity ResolutionData Management Platform
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.
Ownership
Parent: The Walt Disney Company
Subsidiaries