Disney and Amazon Join Forces to Redefine Streaming Ad Targeting

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In a landmark move unveiled at Cannes Lions 2025, Disney and Amazon have announced a strategic partnership that integrates Disney’s Real-Time Ad Exchange with Amazon’s Demand-Side Platform (DSP). The collaboration enables advertisers to target viewers across Disney+, Hulu, and ESPN+ using a blend of streaming behavior and Amazon’s consumer insights.

The integration allows brands to reach audiences based not only on what they watch, but also on what they browse and buy. For instance, a pet food brand could now target Disney+ viewers who’ve shown interest in pet products on Amazon—creating a seamless bridge between content consumption and purchase intent.

“This collaboration breaks down traditional barriers between content and commerce signals,” said Kelly MacLean, Vice President of Amazon DSP at Amazon Ads. “It allows advertisers to deliver more meaningful experiences to viewers, while publishers maximize inventory value.”

The rollout begins in Q3 2025, initially with select advertisers. Disney+ inventory is already accessible to Amazon DSP clients in several European markets, including Germany, Italy, and the UK, signaling the partnership’s global ambitions.

With Disney+ boasting 126 million subscribers and Amazon’s ad business rapidly expanding post-Prime Video’s shift to an ad-supported model, the scale of this alliance is significant. Matt Barnes, VP of Programmatic Sales at Disney Advertising, called the deal “a leap forward in accessibility to inventory and audience signals.”

As the streaming ad market grows more competitive, this partnership sets a new benchmark for precision, personalization, and performance in connected TV advertising.