The advertising divisions of Amazon and Disney are joining forces to open up new opportunities for streaming buyers.
Under the partnership, Disney’s Real-Time Ad Exchange and Amazon’s demand-side platform (DSP) are being integrated. The team-up will give advertisers direct access to Disney premium inventory on Disney+, ESPN, Hulu and other platforms. Buyers will also be able to gain data from both companies that will make targeting more precise and incomes more efficient, the companies said.
The initiative was announced at Cannes Lions, a day after Amazon’s DSP also forged a major pact with Roku, giving advertisers access to more than 80% of U.S. connected-TV households.
The Amazon-Disney pact will deliver curated deal packages through products like Disney’s Magic Words contextual targeting and the upcoming connection to Disney Select, Disney’s proprietary data offering.
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Advertisers on Amazon DSP will also soon be able to create specialized campaigns matching Disney’s audience data with browsing, streaming and purchase insights from Amazon Ads. Enabling that specialization will be a direct collaboration between Amazon Publisher Cloud and Disney Compass, a data collaboration platform providing seamless access to all its planning, activation, and measurement capabilities.
In an example provided by Amazon and Disney, a pet food brand could reach viewers who both watch Disney programming and have an interest in pet products sold on Amazon.com.
Kelly MacLean, VP of Amazon DSP at Amazon Ads, called the collaboration “a significant leap forward in advertising effectiveness.” She added, “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 hooking up with Amazon, “we’re enabling greater accessibility to inventory and audience signals that translate into meaningful results for advertisers leveraging Amazon DSP,” said Matt Barnes, VP 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.”
Amazon and Disney will begin implementing the integrations with a select group of advertisers in the coming months. Disney+ inventory is also now available through Amazon DSP in France, Germany, Italy, Portugal, Spain, Switzerland, Turkiye, and the UK – allowing Amazon DSP customers to access it in those territories.