Amazon Ads & Disney Advertising Announce Strategic Ad Integration
Big news in the world of streaming and commerce advertising.
Amazon Ads and Disney Advertising are teaming up in a major way, bringing together the magic of Disney’s premium content with the powerful commerce insights of Amazon. This new integration links Disney’s Real-Time Ad Exchange (DRAX) with Amazon DSP, giving advertisers direct access to high-impact inventory on Disney+, Hulu, ESPN, and more, plus, next-level targeting capabilities using insights from both giants.
What does this mean in practice?
Let’s say you’re a pet food brand. Previously, your streaming TV campaigns might reach broad demographics, hoping your message lands with the right viewer. Now, imagine this:
You're launching a new high-protein dog food.
Through Amazon Ads, you can identify shoppers who’ve recently:
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Browsed dog food categories
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Subscribed to pet supply services
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Purchased pet-related products
And with Disney’s streaming data, you can reach those same shoppers while they’re:
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Watching The Mandalorian with their family
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Streaming ESPN+ during a weekend football game
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Binge-watching TV Series on Hulu
That means you’re not just showing your ad to anyone, you’re reaching actual pet parents at moments when they’re engaged, relaxed, and spending time in front of premium content.
Here’s what makes this so exciting:
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Enhanced transparency and control over ad delivery
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Smarter audience engagement with tools like Disney’s Magic Words and Disney Select
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Data collaboration via Amazon Publisher Cloud (powered by AWS Clean Rooms) and Disney Compass unlocking campaign planning, activation, and measurement in one place
According to Amazon’s VP of DSP, Kelly MacLean:
“We’re breaking down the walls between content and commerce signals. This isn’t just more efficient advertising, it’s more meaningful experiences for viewers.”
And from Disney’s VP of Programmatic Sales, Matt Barnes:
“This partnership gives advertisers greater accessibility to Disney’s full streaming ecosystem, backed by Amazon’s deep consumer understanding.”
This move isn’t just U.S.-focused: Disney+ inventory is now available through Amazon DSP in the UK, Germany, France, Spain, Italy, Switzerland, Portugal, and Türkiye.
The integration rolls out fully in Q3 2025 but early access has already begun with select advertisers.
Why it matters:
The streaming wars aren't just about content, they're about commerce. And this partnership is a powerful signal of where the future of advertising is heading: data-rich, privacy-safe, audience-first, and platform-connected.