Kroger and Disney come together to appease advertisers

If you need to partner up with someone, few have a stronger handshake than Disney.

That’s why Kroger Precision Marketing has decided to connect with the world of Mickey Mouse, more specifically Disney advertising, to share first-party behavioral data for targeting streaming audiences and measuring results, including sales and conversions by household.

The two platforms are pretty powerful. About 60 million households shop Kroger, headquartered in Cincinnati, every year, and Disney has 250 million user IDs, including 100 million household IDs across the country at its disposal.

The first alpha test has been marked a success, as Pepsi saw a “statistically significant” lift in sales and household penetration, according to Kroger Precision Marketing.

As part of the beta, Kroger’s retail media division will use an AI model to recommend the household segments most likely to help an advertiser meet campaign goals against Disney’s inventory. In addition, Kroger will use LiveRamp to share the IDs with Disney for targeting. Kroger also will receive the impression logs through LiveRamp. The data will be used to measure the ad exposures and connect them to sales, brand lift, etc.

The partnership is launching in limited beta and will be available as a managed service with some CPG advertisers. The program should be available later this year.

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A test will run on Hulu inventory for now, but ESPN and Disney could be added at a later date.