That deal has been “bringing insights to brands based on the largest and most leaned-in audiences in live sports and events to show the impact of an ad exposure in streaming on cross-screen digital behavior like search and site visits.”

In a separate announcement, Disney says its clean-room technology, which is now 14 months old, and its Disney Audience Graph technology are working with most major agency and media holding companies including Dentsu, Horizon, IPG Mediabrands, Omnicom Media Group and Publicis Media, as well as nearly 75 advertisers.

Disney says its Disney’s audience insights have performed at three times the match rates than using standard segments.

Brands using its clean room now use more than 100,000 audience attributes and nearly 2,000 segments to access Disney’s audience insights, this coming from Disney Select, the company’s first-party segment effort . The data here comes from 235 million devices.

It also says that Disney+ audience data will be incorporated into Disney's Audience Graph, all adhering to privacy-protections standards.

In its deal with Samba TV to focus on reach and frequency, Disney says over the last year, initial results from a 100 advertiser meta-analysis study with Samba, said campaigns delivered as much as 56% incremental. That means more than half of households that saw an ad through Disney’s Addressable footprint, didn’t see the same ad in linear TV.