At the Cannes Lions Festival of Creativity, Amazon announced a collaboration with Disney Advertising, integrating its demand-side platform (DSP) with Disney's Real-Time Ad Exchange. This partnership allows advertisers to access Disney’s inventory across platforms like Disney+, ESPN, and Hulu, leveraging audience data alongside Amazon's unique shopping insights. The integration aims to provide more effective ad campaigns, with an expected rollout in Q3 2025. Both Amazon and Disney emphasize the importance of blending content with commerce insights to optimize advertising effectiveness for clients.
The tie-up with Amazon DSP lets advertisers leverage insights from both companies to refine their ad campaigns, including specialized campaigns that match Disney's audience data with browsing, streaming, and purchase insights from Amazon Ads.
Amazon Ads' Kelly MacLean highlighted that the partnership is 'breaking down traditional barriers between content and commerce signals,' which is a focal point of their strategy.
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