The Walt Disney Company and Amazon’s advertising businesses have forged a partnership that will allow brands to gain access to Disney’s premium inventory across its connected TV platforms.
The pact will see Disney’s Real-Time Ad Exchange, or DRAX, integrated with Amazon’s Demand-Side Platform (Amazon DSP). From there, brands can purchase inventory against Disney’s streaming services like the flagship Disney Plus, sports-focused ESPN Plus and general entertainment platform Hulu.
Advertisers on Amazon DSP will also be able to create specialized campaigns that line up with Disney’s audience data with browsing, streaming and purchase intents insights from Amazon Ads. That arrangement will launch in the near future, and will be based on a direct collaboration between Amazon Publisher Cloud (APC) and Disney Compass.
“This collaboration with Disney represents a significant leap forward in advertising effectiveness,” said Kelly MacLean, the Vice President of Amazon DSP at Amazon Ads. “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.”
“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,” said Matt Barnes, the Vice President of Programmatic Sales, Disney Advertising. “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.”
Right now, Disney Plus inventory is available through Amazon DSP in a handful of countries, including France, Germany, Italy, Portugal, Spain, Switzerland, Turkey and the United Kingdom. The collaboration will be expanded to other platforms and brand advertisers in the coming months.
