In a pioneering alliance announced at the Cannes Lions Festival, Amazon Ads and Disney Advertising are set to transform the advertising landscape within streaming services. This partnership combines Amazon’s demand-side platform (DSP) with Disney’s Real-Time Ad Exchange, granting Amazon advertisers direct access to premium inventory from platforms like Disney+, Hulu, and ESPN.
The collaboration allows advertisers to harness Disney’s contextual and audience insights alongside Amazon’s detailed consumer behaviour data. This innovative approach means brands can target viewers based not only on their viewing habits but also on their shopping preferences on Amazon.
Kelly MacLean, VP of Amazon DSP, emphasised the impact of this collaboration, stating, “This is a significant leap forward in advertising effectiveness. By merging Disney’s extraordinary content with Amazon’s rich understanding of consumers, we’re dismantling traditional barriers between content and commerce.”
Additionally, the partnership will see integration between Amazon Publisher Cloud and Disney Compass, enhancing the process of planning, targeting, and measuring ad campaigns. Advertisers can utilise tailored campaign packages through tools such as Disney Magic Words and Disney Select.
Matt Barnes, Disney’s VP of Programmatic Sales, described this integration as a “game-changer,” noting that it provides advertisers with improved accessibility to audiences and better overall results.
The initial rollout is set to take place with select advertisers in the upcoming months, and access to Disney+ inventory via Amazon DSP is already available in key European markets like France, Germany, Spain, and the UK.
This strategic alliance follows closely on the heels of Amazon Ads announcing another partnership with Roku. This partnership aims to extend its advertising reach to over 80% of U.S.-connected TV households, marking a significant move.
