Disney and Amazon Join Forces to Transform Streaming Ads

At Cannes Lions, Disney Advertising and Amazon Ads announced a strategic partnership to reshape streaming advertising by merging content engagement with e-commerce behavior. The collaboration integrates Amazon’s Demand-Side Platform (DSP) with Disney’s Real-Time Ad Exchange, giving advertisers direct access to premium inventory on Disney+, Hulu, and ESPN.

Advertisers can now combine Disney’s audience insights with Amazon’s consumer data to deliver highly targeted campaigns based on both viewing habits and shopping behavior. The alliance also includes tech integrations between Amazon Publisher Cloud and Disney Compass, improving ad planning, targeting, and measurement.

Select advertisers will begin using the new system soon, with Disney+ inventory already available via Amazon DSP in key European markets. This move follows Amazon’s recent tie-up with Roku, reinforcing its growing influence in connected TV advertising.

19-06-2025