New collaboration links Disney's premium content with Amazon's insights to deliver smarter advertising for brands
Cannes, France – June 17, 2025 – Amazon Ads and Disney Advertising have launched an integration between Disney's Real-Time Ad Exchange (DRAX) and Amazon DSP. This collaboration allows advertisers to gain direct access to Disney's premium inventory across platforms, like Disney+, ESPN, and Hulu, while allowing them to leverage insights from both companies to enable more precise targeting and efficient outcomes.
This added transparency, control, and efficiency provides greater visibility into how inventory is packaged, streamlining ad delivery and improving performance. It also unlocks more precise audience targeting and curated deal packages through Disney’s unique solutions, such as Disney’s Magic Words contextual targeting and the upcoming connection to Disney Select, Disney’s proprietary data offering.
Advertisers on Amazon DSP will also soon be able to create specialized campaigns that match Disney’s audience data with browsing, streaming and purchase insights from Amazon Ads through a direct collaboration between AmazonPublisher Cloud (APC) – built on AWS Clean Rooms technology – and Disney Compass. Disney Compass is Disney's data collaboration platform providing seamless access to all its planning, activation, and measurement capabilities within a single entry-point.
For example, a pet food brand could reach viewers who both consume Disney content and have shown interest in pet products on Amazon. Streaming TV advertisers using APC publisher-enriched deals continue to consistently achieve higher reach among desired audiences while greatly reducing their cost to reach them.
"This collaboration with Disney represents a significant leap forward in advertising effectiveness," said Kelly MacLean, VP 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, 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 Ads – which offers full-funnel advertising solutions to help businesses of all sizes achieve their marketing goals at scale – and Disney will begin implementing this expanded access with select advertisers in the coming months. Additionally, Disney+ inventory is now available through Amazon DSP in France, Germany, Italy, Portugal, Spain, Switzerland, Turkiye, and the United Kingdom – providing streamlined activation for Amazon DSP customers in these locales.
About Amazon Ads
Amazon Ads connects advertisers to highly relevant audiences through first-party insights; extensive reach across premium content like Prime Video, Twitch, and third-party publishers; the ability to connect and directly measure campaign tactics across awareness, consideration, and conversion; and generative AI to deliver appropriate creative at each step. Amazon Ads reaches a monthly ad-supported audience of more than 300 million across owned and operated properties in the U.S. and beyond.
Amazon DSP is a technology solution available to Amazon Ads customers, providing choice and flexibility to drive meaningful moments between brands and consumers. Amazon DSP leverages unique first-party insights paired with sophisticated clean room technology to bring advertisers and publishers closer together, increasing efficiency and improving performance. It leverages advanced AI to deliver impactful ads to relevant audiences through automation that streamlines campaign planning, buying, and measurement.
The new integration will be available to all advertisers that use Amazon DSP beginning in Q3 2025. To learn more about the Amazon DSP visit https://advertising.amazon.com/.
About Disney Advertising
Disney Advertising is responsible for advertising sales and integrated marketing for The Walt Disney Company’s entertainment and sports offerings through linear, digital, social, audio and ad-supported streaming businesses. This includes ABC, ABC News, Disney+, Disney Channels Worldwide, Disney Digital, ESPN Networks, ESPN+, Freeform, FX, National Geographic, Hulu, and its eight ABC-owned local stations.