Disney+, ESPN+ & Hulu Announce Exciting New Advertising Partnership with Amazon

Disney has recently launched an exciting partnership with Amazon Ads to enhance advertising opportunities for Disney+, ESPN+, and Hulu. This collaboration brings together Disney’s Real-Time Ad Exchange (DRAX) and Amazon DSP, offering advertisers direct access to premium ad inventory across platforms like Disney+, ESPN, and Hulu.

This partnership enables advertisers to leverage insights from both Disney and Amazon, leading to more precise targeting and better ad performance. By streamlining ad delivery and providing greater visibility into inventory packaging, this collaboration allows for improved efficiency and control. Additionally, advertisers will benefit from Disney’s unique solutions, including Disney’s Magic Words contextual targeting and the upcoming Disney Select data offering.

Amazon DSP users will soon have the ability to create specialized campaigns that combine Disney’s audience data with Amazon’s browsing, streaming, and purchase insights. This collaboration, facilitated by Amazon Publisher Cloud (APC) and Disney Compass, Disney’s data collaboration platform, offers valuable audience signals for advertisers to create more meaningful advertising experiences.

For instance, a pet food brand could target viewers interested in both Disney content and pet products on Amazon. Through this integration, advertisers can achieve higher reach among their target audiences while reducing costs. Kelly MacLean, VP of Amazon DSP at Amazon Ads, expressed excitement about this collaboration, emphasizing the innovative advertising solutions it offers.

Matt Barnes, VP of Programmatic Sales at Disney Advertising, highlighted the importance of connecting Amazon’s commerce insights with Disney’s streaming ecosystem. This integration aims to provide advertisers with valuable inventory and audience data, resulting in more impactful advertising campaigns.

The expanded access to Disney+ inventory through Amazon DSP will initially be available in select countries, including France, Germany, Italy, Portugal, Spain, Switzerland, Turkiye, and the United Kingdom. This access will streamline activation for Amazon DSP customers in these regions, offering new opportunities for targeted advertising.

Ultimately, this partnership between Disney and Amazon signifies a significant advancement in advertising effectiveness, benefiting brands, publishers, and viewers alike. By combining Disney’s premium content with Amazon’s consumer understanding, advertisers can deliver more relevant ads to audiences. As this integration rolls out, we can anticipate more personalized and engaging advertising experiences tailored to our interests.