Disney has announced a brand new partnership between its Disney Advertising division and Amazon Ads, which will see the two companies integrate Disney’s Real-Time Ad Exchange (DRAX) and Amazon DSP.

This collaboration allows advertisers to gain direct access to Disney’s premium inventory across platforms, like Disney+, ESPN, and Hulu, while allowing them to leverage insights from both companies to enable more precise targeting and efficient outcomes.

This added transparency, control, and efficiency provides greater visibility into how inventory is packaged, streamlining ad delivery and improving performance. It also unlocks more precise audience targeting and curated deal packages through Disney’s unique solutions, such as Disney’s Magic Words contextual targeting and the upcoming connection to Disney Select, Disney’s proprietary data offering.

Advertisers on Amazon DSP will also soon be able to create specialised campaigns that match Disney’s audience data with browsing, streaming and purchase insights from Amazon Ads through a direct collaboration between Amazon Publisher Cloud (APC) – built on AWS Clean Rooms technology – and Disney Compass. Disney Compass is Disney’s data collaboration platform, providing seamless access to all its planning, activation, and measurement capabilities within a single entry point.

For example, a pet food brand could reach viewers who both consume Disney content and have shown interest in pet products on Amazon. Streaming TV advertisers using APC publisher-enriched deals continue to consistently achieve higher reach among desired audiences while greatly reducing their cost to reach them.

Kelly MacLean, VP of Amazon DSP at Amazon Ads said in a statement regarding the deal:

“This collaboration with Disney represents a significant leap forward in advertising effectiveness.  We’re breaking down traditional barriers between content and commerce signals, allowing advertisers to deliver more meaningful experiences to viewers. By connecting Disney’s premium content with Amazon’s deep consumer understanding, we’re creating advertising that works better for everyone—brands reach the right audiences, publishers maximize their inventory value, and viewers see more relevant ads.”

Matt Barnes, VP of Programmatic Sales, Disney Advertising added:

“By building a direct path connecting Amazon’s commerce insights to the full scale of Disney’s streaming ecosystem, we’re enabling greater accessibility to inventory and audience signals that translate into meaningful results for advertisers leveraging Amazon DSP.  Disney has been on a decades-long journey to unlock data and insights that reflect how our audiences watch and engage with our content. That knowledge has helped us move the needle for our clients and deliver better results–and this integration raises the bar for the wider industry.”

Amazon Ads – which offers full-funnel advertising solutions to help businesses of all sizes achieve their marketing goals at scale – and Disney will begin implementing this expanded access with select advertisers in the coming months. Additionally, Disney+ inventory is now available through Amazon DSP in France, Germany, Italy, Portugal, Spain, Switzerland, Turkiye, and the United Kingdom – providing streamlined activation for Amazon DSP customers in these locales.

Roger’s Take: Without a doubt, this is a great deal for both Disney and Amazon, as it will improve advertising for them, ultimately leading to increased revenue.  For us subscribers, hopefully, it will mean we get more targeted and better ads, linked to what we are actually interested in from our Amazon accounts, but personally, I usually mute the TV and pick up my phone when the ads come on! 

What do you think of this news?  Let me know on social media!

Roger Palmer

Roger has been a Disney fan since he was a kid and this interest has grown over the years. He has visited Disney Parks around the globe and has a vast collection of Disney movies and collectibles. He is the owner of What's On Disney Plus & DisKingdom. Email: Roger@WhatsOnDisneyPlus.com Twitter: Twitter.com/RogPalmerUK Facebook: Facebook.com/rogpalmeruk

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