Disney, Amazon join forces to supercharge ad targeting on Disney+, Hulu, ESPN+ via Amazon DSP

Disney and Amazon unveiled a collaboration today aimed at refining how ads reach viewers on major streaming platforms. Disney will link its Real-Time Ad Exchange (DRAX) with Amazon’s Demand Side Platform (DSP). This connection enables advertisers to access Disney+, Hulu and ESPN+ inventory while using Amazon’s robust shopping insights .

The announcement emerged at Cannes Lions, where both companies explained that Amazon’s rich data, such as browsing and purchase history, will now influence ad campaigns on Disney’s ad-supported streaming services. For instance, a pet food brand could reach users who shop for pet products on Amazon and also consume pet-related content on Disney+.

Matt Barnes, VP of Programmatic Sales at Disney Advertising, said this integration opens direct access to inventory and viewer data. He emphasized how Disney has refined its audience insights over the decades and will now enhance advertisers’ reach using these new linkages. Kelly MacLean, VP of Amazon DSP, highlighted that combining Disney’s premium content and Amazon’s consumer intelligence allows brands to connect with relevant audiences, publishers to maximize ad space, and viewers to experience more relevant ads.

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The integration will roll out in Q3 2025, initially targeting international markets including the UK, France, Germany, Italy, Portugal, Spain, Switzerland, and Turkey . This marks a significant advancement from earlier efforts, where advertisers used separate tools for streaming and e-commerce platforms.

Earlier this week, Metro ad-tech updates from companies like Meta, Roku and Netflix also highlighted a broader shift: streaming services now seek deeper ad-buying integrations and data sharing, responding to shrinking third-party cookie access and increasing global advertising pressure.

By forging this link, Disney and Amazon aim to give advertisers a seamless, cross-platform toolkit. Brands can map shopping behavior to viewing habits without leaving Amazon’s DSP dashboard. Disney gains broader ad demand and better monetizes its streaming assets.

Despite cautious privacy advocacy, this initiative seems well-timed. As regulators tighten data rules, the companies may manage consent under emerging frameworks. But the synergy between Amazon’s data and Disney’s audience could reshape streaming ad dynamics.

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