Disney has joined the ranks of companies looking to expand broadband for advertisers with a new partnership with Amazon. This collaboration will allow advertisers to purchase programmatic advertising inventory from Disney’s streaming platforms – Disney+, ESPN, and Hulu – through Amazon’s demand-side platform. This move is part of a trend of similar alliances being unveiled this week, with Amazon also partnering with Roku and Netflix teaming up with Yahoo.
The goal of this partnership is to provide advertisers with a more targeted approach to reaching their desired audience. For example, a pet-food marketer could now reach viewers who consume Disney content and have shown interest in pet products on Amazon. By leveraging this alliance, marketers can reduce ad redundancy and increase the effectiveness of their commercials by reaching consumers with more precision.
Matt Barnes, Disney Advertising’s vice president of programmatic sales, emphasized the significance of this collaboration in a statement, highlighting the direct connection between Amazon’s commerce insights and Disney’s streaming ecosystem. This integration aims to deliver better results for advertisers using Amazon DSP.
This partnership comes at a time when the advertising industry is facing an abundance of broadband-TV inventory, a result of Amazon and Netflix entering the ad-supported streaming market. The focus of this collaboration will be on programmatic advertising, where digital inventory is purchased based on algorithms that target specific consumer traits sought by advertisers.
Kelly MacLean, vice president of Amazon DSP at Amazon Ads, underscored the benefits of combining Disney’s premium content with Amazon’s consumer understanding. This synergy aims to create more effective advertising that benefits all parties involved – brands reach the right audiences, publishers maximize inventory value, and viewers see more relevant ads.
Advertisers can expect to start utilizing this new partnership in the coming months, with ad inventory from Disney+ now accessible through Amazon DSP in several European countries. This strategic alliance between Disney and Amazon signifies a step towards more targeted and efficient advertising practices in the evolving digital landscape.
