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Walmart shopper data will soon feed targeted ads on Disney Plus and Hulu

An image showing the Disney Plus logo on a blue background
Image: Nick Barclay / The Verge

Advertisers can now use Walmart’s shopping data to target Disney’s streaming portfolio, which includes Disney Plus and Hulu, Adweek reports. The news comes after the companies announced a partnership between Disney Advertising and Walmart Connect, the retailer’s media business, on Wednesday.

As a part of the deal, Walmart advertisers will be able to match the retailer’s shopper data with Disney’s proprietary Audience Graph tools, helping them target audiences and measure data better. Datasets will be combined using clean-room technology so that — theoretically — user data can’t be shared with other external parties.

“Approximately 145 million customers shop with us online and in stores weekly,” Ryan Mayward, senior vice president of…

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