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Disney+ has joined Barb’s sophisticated campaign hub

Posted on March 20, 2025March 21, 2025 by Newsbit

Barb, the UK’s TV measurement body, has added Disney+ to its Advanced Campaign Hub, expanding advertisers’ ability to plan and optimise campaigns across both linear and VOD services.

This integration allows users to forecast unduplicated reach and frequency using Barb’s panel data and census-level impressions from participating streaming platforms.

Disney+ joins Amazon Prime Video, Netflix, and discovery+, which were added last year. Advertisers using the Hub can now incorporate Disney+ into their campaign planning, with Barb also providing daily updates on the number of UK households subscribed to the platform’s ad-supported tier.

As a result, Barb said this addition meets a key demand from advertisers, enabling planning across the UK’s four largest pure-play VOD services.

In a related development, Barb has appointed RSMB to develop a unified web-based interface for Advanced Campaign Hub and CFlight, its post-campaign evaluation tool. Set to launch in January 2026, this will provide clients with streamlined access to cross-platform audience data.

Luca Vannini, Head of Campaign Audiences at Barb, said: “Our addition of Disney+ to Advanced Campaign Hub fulfills a core demand of our users, giving them the ability to plan their ad campaigns across all four of the largest pure-play VOD services in the UK, alongside broadcasters’ VOD services and linear channels.”

Lucy Gregory, VP, Audience Measurement and Insights at The Walt Disney Company EMEA, added: “Joining Barb’s Advanced Campaign Hub enables us to offer advertisers and brands an enhanced ability to include Disney+ in campaign planning and optimisation. As the very first streamer to sign up to Barb, we know that transparent audience measurement that brings linear and VOD services together is of vital importance; not only for our partners but for the industry as a whole.” CSI Magazine

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