Disney and Amazon have announced a partnership that will allow advertisers to purchase ad spots from Disney+, ESPN, and Hulu through Amazon’s ad platform.
“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, Disney Advertising’s Vice President of programmatic sales.
Amazon just made a similar deal with Roku. The goal is to give advertisers a way to target audiences based on personal interests and the specific content they’re watching. Advertisers can then be sure they’re showing fewer ads to the same audience and targeting the exact people they want to advertise to.
In a statement, the companies used an example of a pet food supplier as the advertiser. With the new partnership, that supplier will be able to target an audience who has shown an interest in buying pet food on Amazon and who also watch Disney content.
“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,” said Kelly MacLean, Vice President of Amazon DSP at Amazon Ads.
The ad integration is expected to launch in Q3 of this year.