Disney's BridgeID

Leading media owner-operated identity resolution framework bridging first-party Disney data with major third-party identity standards for premium CTV and streaming advertising

Disney's BridgeID is a synthetic identity and identity-resolution framework developed by The Walt Disney Company's advertising technology division. It serves as a connective layer between Disney's proprietary first-party Audience Graph — built from authenticated user data across Disney+, Hulu, ESPN+, ABC, and other Disney-owned properties — and widely adopted third-party identity standards including The Trade Desk's UID2, LiveRamp's RampID, Experian's LUID, and Yahoo's ConnectID. This interoperability allows advertisers to onboard their own CRM and first-party data segments and match them against Disney's premium authenticated audience at scale. BridgeID operates as a privacy-compliant matching infrastructure, designed to function in a cookieless environment by relying on hashed email addresses and authenticated login signals rather than third-party cookies. The framework enables advertisers to activate their own audience segments across Disney's vast portfolio of streaming and linear inventory without exposing raw personally identifiable information, aligning with GDPR, CCPA, and other privacy regulations. As of 2024, over 6,500 brands have adopted BridgeID, reflecting its significant traction among enterprise advertisers seeking premium, authenticated reach. In the broader AdTech ecosystem, BridgeID positions Disney Advertising as a formidable clean room and identity interoperability player, competing with similar offerings from NBCUniversal (One Platform), Warner Bros. Discovery, and Amazon Ads. Its strength lies in Disney's unparalleled breadth of premium content and the scale of its authenticated first-party data, making BridgeID a critical tool for brands navigating identity resolution in a post-cookie landscape.