Disney inventory to become available on Amazon DSP

Amazon Ads and Disney Advertising launched an integration between Disney's Real-Time Ad Exchange (DRAX) and Amazon DSP on June 17, 2025. The collaboration provides advertisers direct access to Disney's premium inventory across Disney+, ESPN, and Hulu platforms while leveraging insights from both companies to reach relevant audiences more efficiently.

The integration creates increased transparency, control, and efficiency for advertisers. It provides greater visibility into inventory packaging, streamlines ad delivery and improves performance metrics. The partnership unlocks more precise audience engagement through curated deal packages and Disney's unique solutions, including Disney's Magic Words contextual targeting technology and the upcoming connection to Disney Select, Disney's proprietary data offering.

Amazon DSP advertisers will soon create specialized campaigns that match Disney's audience data with browsing, streaming, and purchase insights from Amazon Ads. This occurs through direct collaboration between Amazon Publisher Cloud (APC)—built on AWS Clean Rooms technology—and Disney Compass. Disney Compass serves as Disney's data collaboration platform providing seamless access to all planning, activation, and measurement capabilities within a single entry-point.

Summary

Who: Amazon Ads and Disney Advertising announced the strategic partnership. Kelly MacLean, Vice President of Amazon DSP at Amazon Ads, and Matt Barnes, Vice President of Programmatic Sales at Disney Advertising, provided official statements about the collaboration.

What: The companies launched an integration between Disney's Real-Time Ad Exchange (DRAX) and Amazon DSP, providing advertisers direct access to Disney's premium inventory across Disney+, ESPN, and Hulu while combining Disney's audience data with Amazon's commerce insights.

When: The announcement was made on June 17, 2025, with implementation beginning in Q3 2025 for all Amazon DSP advertisers. Select advertisers will gain access in the coming months before the broader rollout.

Where: The integration operates across Disney's streaming platforms including Disney+, ESPN, and Hulu, with Disney+ inventory now available through Amazon DSP in France, Germany, Italy, Portugal, Spain, Switzerland, Türkiye, and the United Kingdom.

Why: The partnership aims to break down traditional barriers between content and commerce signals, allowing advertisers to deliver more meaningful experiences to viewers by connecting Disney's premium content with Amazon's consumer understanding and purchase data.

The technical architecture enables sophisticated audience matching capabilities. A pet food brand could reach viewers who both consume Disney content and have shown interest in pet products on Amazon. Streaming TV advertisers using APC publisher-enriched deals consistently achieve higher reach among desired audiences while greatly reducing their cost to reach them, according to Amazon internal data.

Kelly MacLean, Vice President of Amazon DSP at Amazon Ads, described the collaboration's significance. "This collaboration with Disney represents a significant leap forward in advertising effectiveness," MacLean stated. "We're breaking down traditional barriers between content and commerce signals, allowing advertisers to deliver more meaningful experiences to viewers. 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."

Matt Barnes, Vice President of Programmatic Sales at Disney Advertising, emphasized the partnership's strategic importance. "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," Barnes explained. "Disney has been on a decades-long journey to unlock data and insights that reflect how our audiences watch and engage with our content. That knowledge has helped us move the needle for our clients and deliver better results—and this integration raises the bar for the wider industry."

The announcement represents a significant development in streaming television advertising infrastructure. Both companies will begin implementing this expanded access with select advertisers in the coming months. Disney+ inventory is now available through Amazon DSP in France, Germany, Italy, Portugal, Spain, Switzerland, Türkiye, and the United Kingdom, providing streamlined activation for Amazon DSP customers in these locations.

Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance

A deeply researched insider’s account of Google’s epic two-decade campaign to dominate online advertising by any means necessary.

Order Now

Amazon DSP leverages unique first-party insights paired with sophisticated clean room technology to bring advertisers and publishers closer together, increasing efficiency and improving performance. The platform uses advanced AI to deliver impactful ads to relevant audiences through automation that streamlines campaign planning, buying, and measurement processes.

The integration builds upon Amazon's existing advertising technology capabilities. Amazon DSP recently unveiled next-generation ad technology focused on precise reach and performance optimization. The platform reaches a monthly ad-supported audience of 275 million customers in the United States, according to Amazon internal data.

Disney's Real-Time Ad Exchange represents a cornerstone of the company's programmatic advertising strategy. Disney has expanded biddable ad technology across streaming platforms to address growing advertiser demands in the live content space. The company previously streamlined ad buying processes through expanded partnerships with Google and The Trade Desk.

The timing of this announcement coincides with significant developments in connected television advertising. Amazon and Roku recently announced the largest authenticated CTV partnership, creating access to 80 million U.S. households through Amazon DSP. These partnerships demonstrate Amazon's strategic focus on building comprehensive advertising solutions across the streaming ecosystem.

Industry analysts note the competitive implications of direct DSP integrations with premium content providers. The exclusive nature of these partnerships may influence how other platforms approach similar integrations or develop alternative strategies to achieve comparable scale and targeting precision.

The new integration becomes available to all advertisers using Amazon DSP beginning in Q3 2025. Implementation requires no additional technical configuration from advertisers, as the inventory access is managed through existing Amazon DSP interfaces and APIs.

Technical specifications indicate the integration supports multiple campaign objectives and bidding strategies available within Amazon DSP. Advertisers can access Disney inventory through both self-service interfaces and managed service options, depending on their operational preferences and budget requirements.

Amazon Ads offers full-funnel advertising solutions designed to help businesses of all sizes achieve their marketing goals at scale. The platform's integration capabilities extend beyond Disney to include partnerships with numerous premium publishers and streaming services across multiple geographic markets.

The collaboration addresses growing demand for addressable television advertising solutions that combine premium content environments with sophisticated audience targeting capabilities. Amazon has launched new TV buying systems to simplify streaming ad management across platforms, indicating sustained investment in television advertising technology.

Why this matters

This integration represents a fundamental shift in how premium streaming inventory becomes accessible to advertisers. The direct connection between Disney's content ecosystem and Amazon's commerce data creates unprecedented opportunities for audience targeting precision. Advertisers can now leverage viewing behavior alongside purchase intent signals to create more effective campaign strategies.

The partnership addresses a critical challenge in streaming advertising: fragmented buying processes across multiple platforms. By enabling direct access through Amazon DSP, advertisers can manage Disney inventory alongside other premium publishers within a single interface, reducing operational complexity and improving campaign coordination.

The timing coincides with upfront television advertising negotiations, when advertisers typically commit substantial portions of their annual budgets. The integration provides new options for advertisers seeking to reach audiences across traditional television and streaming environments through unified buying platforms.

Timeline

• June 17, 2025: Amazon Ads and Disney Advertising announce strategic integration between DRAX and Amazon DSP
• Q3 2025: Integration becomes available to all Amazon DSP advertisers
• April 2025: Disney expanded biddable ad technology across streaming platforms
• March 2025: Amazon launched Complete TV system for streaming ad management
• March 2024: Disney streamlined ad buying process with expanded partnerships
• October 2024: Amazon DSP unveiled next-generation ad technology features