At the Cannes Lions conference in France, where media buyers and advertisers convene, Disney and Amazon are revealing a fresh agreement designed to enhance the precision of ad targeting within the realm of streaming television.
The agreement between Disney’s Real-Time Ad Exchange, known as DRAX, and Amazon’s Delivery Service Partner logistics unit is designed to expand the pool of advertisers who can access content across Disney’s various platforms. In simpler terms, this means that media buyers using Amazon’s Demand-Side Platform (DSP) will have enhanced tools to aim their ads at consumers watching ad-supported programming on Disney+ (126 million subscribers), Hulu (54 million subs), and ESPN+ (24 million subs).
These businesses showcased a scenario involving a pet food vendor, who can now appeal to customers who not only purchase pet food on Amazon but also enjoy watching Disney programs. This integration is slated for release during the third quarter of the current year.
Amazon and Disney have been working diligently over the past year to boost their advertising sectors. Amazon has been transitioning Prime Video subscribers to a more affordable, ad-supported plan, while Disney has raised prices across its various subscription services. Additionally, Disney is set to launch its popular ESPN app as a standalone streaming service this year too.
Matt Barnes, VP of programmatic sales at Disney, stated, “By creating a straight link between Amazon’s commerce data and the entire Disney streaming platform, we’re making it easier for advertisers using Amazon DSP to access inventory and viewer trends that lead to significant outcomes. For years, Disney has been on a mission to unveil hidden data and insights about our audience’s viewing habits and engagement with our content. This information has helped us improve results for our clients, and this integration takes it a step further, setting a new standard across the broader industry.
Kelly MacLean, vice president of Amazon DSP at Amazon Ads, stated, “By combining Disney’s high-quality content with Amazon’s extensive consumer insights, we’re developing advertisements that benefit all parties. Brands can now target the ideal audience, publishers can optimize their inventory worth, and viewers will encounter ads that are more tailored to their preferences.
It’s been announced that Disney+ content will be accessible to Amazon DSP international clients, such as those in France, Germany, Italy, Portugal, Spain, Switzerland, Turkey, and the United Kingdom.
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2025-06-17 07:24