With the aim of leveraging a view of consumer buying behaviour in the US, the partnership will draw on insights from Disney’s audience graph and historic consumer purchase data from debit and credit card transactions through Affinity Solutions.

The commerce media tool will offer attribution measurement and consumer purchase insights across categories – including retail and quick-service restaurants – to brands and advertisers.

Disney will manage the data activation and distribution for advertising campaigns with Affinity data across Disney properties.

The approach also extends an existing partnership between Affinity and the National Retail Federation, and will offer retailers new marketing opportunities via Disney.

Dana McGraw, senior vice-president of data and measurement science, Disney, said: “This extension of our data capabilities will open new doors for brands, allowing them better planning, targeting, outcomes measurement and optimisation across our platforms.”