Amazon and Disney have struck a deal that gives media buyers more programmatic access to premium streaming inventory. Announced at the Cannes Lions festival in France, the partnership brings Amazon’s demand-side platform (DSP) into Disney’s Real-Time Ad Exchange, giving advertisers a direct line to ad-tier programming on Disney+, Hulu, and ESPN+.

Advertisers using Amazon’s DSP will now be able to buy ad inventory from Disney’s ad-supported streaming services, using combined audience insights to serve ads. This means media buyers can plan and run ad campaigns across Disney’s major streaming properties without needing separate contracts or manual buying processes.

What the Disney and Amazon DSP partnership means for advertisers

According to the announcement, advertisers will be able to use Amazon’s commerce and browsing signals alongside Disney’s viewer and content data.

Advertisers already working with Amazon DSP will have expanded access without the need to manage another platform. Media buyers will be able to access premium ad-supported content on Disney+, Hulu, and ESPN+ while leveraging Amazon’s shopper data and Disney’s first-party viewer insights in one workflow.

For instance, if a consumer frequently browses health products on Amazon and watches fitness-related content on Disney+, an advertiser could create ads using insights from both data sets. This capability is made possible through collaboration between Amazon Publisher Cloud, built on AWS clean room technology, and Disney Compass, the entertainment company’s proprietary audience graph.

Amazon Ads recently announced a similar partnership with Roku, making Amazon’s DSP the exclusive route for accessing Roku’s connected TV (CTV) inventory. That deal covers roughly 80 million households in the United States.

The goal of the deal is to boost ad targeting across streaming services

The companies said the partnership also aims to reduce how often the same person sees the same ad across platforms. Frequency capping and cross-platform targeting become easier when advertisers can unify data across commerce and content ecosystems.

The integration could help marketers avoid overexposing consumers to repetitive ads and instead shift toward delivering more relevant messages based on real behavior and interest data.

Matt Barnes, Disney Advertising’s VP of programmatic sales, said the direct connection between Amazon’s commerce insights and Disney’s streaming audience signals creates “greater accessibility to inventory and audience signals that translate into meaningful results” for marketers.

Amazon’s DSP VP, Kelly MacLean, added that the move “breaks down traditional barriers between content and commerce signals” and allows advertisers to create more meaningful experiences for viewers.

Rollout and international reach

Disney plans to roll out this capability gradually, but select advertisers will begin seeing access in the coming months. According to Amazon, "the new integration will be available to all U.S. advertisers that use Amazon DSP beginning in Q3 2025."

Disney also announced that its Disney+ ad-tier inventory is now accessible through Amazon DSP in eight international markets: France, Germany, Italy, Portugal, Spain, Switzerland, Turkey, and the UK. This expansion broadens the reach for advertisers targeting global audiences and aligns with Amazon Ads’ growing footprint in Europe.

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