Disney, Amazon Ink Deal to Expand Advertising Partnership

Published: Tuesday, June 17, 2025 at 4:00 am

**Disney and Amazon Forge New Advertising Partnership**

CANNES, FRANCE - In a move set to reshape the landscape of streaming television advertising, Disney and Amazon have announced a significant partnership. The deal, unveiled at the Cannes Lions advertising festival, will integrate Disney's Real-Time Ad Exchange (DRAX) with Amazon's Delivery Service Partner logistics unit. This collaboration aims to enhance ad targeting capabilities for advertisers across Disney's streaming platforms.

The agreement will allow media buyers using Amazon's Demand-Side Platform (DSP) to leverage improved tools for targeting consumers on ad-supported tiers of Disney+, Hulu, and ESPN+. Disney+ boasts 126 million subscribers, Hulu has 54 million, and ESPN+ has 24 million. The companies highlighted a pet food supplier as an example, who could now target consumers based on their interest in pet food purchases on Amazon and their viewing habits on Disney platforms.

The integration is slated to launch in the third quarter of this year. Both companies have been actively expanding their advertising businesses. Amazon has been transitioning Prime Video subscribers to a cheaper, ad-supported tier, while Disney has increased prices across its subscription services. Disney is also planning a major launch of its flagship ESPN app as a standalone streaming service later this year.

Executives from both companies emphasized the benefits of the partnership. Matt Barnes, VP of Programmatic Sales at Disney Advertising, stated that the integration will provide greater accessibility to inventory and audience signals, leading to better results for advertisers. Kelly MacLean, VP of Amazon DSP at Amazon Ads, added that the collaboration will create advertising that is more effective for brands, publishers, and viewers.

The partnership will also extend Disney+ content inventory to Amazon DSP clients in several international markets, including France, Germany, Italy, Portugal, Spain, Switzerland, Turkey, and the United Kingdom.

BNN's Perspective: This partnership represents a significant step in the evolution of streaming advertising. By combining Disney's content with Amazon's consumer data, the deal has the potential to create more targeted and effective advertising experiences. While the move may raise privacy concerns, the increased relevance of ads could also improve the viewing experience for consumers. The success of this partnership will be a key indicator of the future of advertising in the streaming era.

Keywords: Disney, Amazon, advertising, partnership, streaming, television, ad targeting, DRAX, DSP, Disney+, Hulu, ESPN+, media buyers, Cannes Lions, ad-supported, content inventory, programmatic sales, consumer data, advertising effectiveness

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