Kelvin Murray
According to a Tuesday report by The Hollywood Reporter, Disney (NYSE:DIS) and Amazon (NASDAQ:AMZN) have struck a new partnership that is expected to improve ad targeting for streaming television.
The report said the partnership between Disney’s Real-Time Ad Exchange and Amazon’s Demand Side Platform logistics unit will allow more advertisers to have access to the content inventory across Disney’s platforms.
The tie-up will unlock more opportunities for brands using Amazon’s DSP to reach consumers watching Hulu, Disney+, and ESPN content.
The VP of Amazon DSP at Amazon Ads, Kelly MacLean, reportedly said, “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.”
The report said Disney+ content inventory will be made available to Amazon DSP clients abroad, including in France, Germany, Italy, Portugal, Spain, Switzerland, Turkey, and the U.K. The integration is expected to launch in the third quarter of this year.
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