Disney & Amazon Advertising Units Team Up: 'We're Breaking Down Traditional Barriers Between Content And Commerce'
The advertising divisions of Amazon and Disney are joining forces to open up new opportunities for streaming buyers.
Under the partnership, Disney's Real-Time Ad Exchange and Amazon's demand-side platform (DSP) are being integrated. The team-up will give advertisers direct access to Disney premium inventory on Disney+, ESPN, Hulu and other platforms. Buyers will also be able to gain data from both companies that will make targeting more precise and incomes more efficient, the companies said.
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The initiative was announced at Cannes Lions, a day after Amazon's DSP also forged a major pact with Roku, giving advertisers access to more than 80% of U.S. connected-TV households.
The Amazon-Disney pact will deliver curated deal packages through products like Disney's Magic Words contextual targeting and the upcoming connection to Disney Select, Disney's proprietary data offering.
Advertisers on Amazon DSP will also soon be able to create specialized campaigns matching Disney's audience data with browsing, streaming and purchase insights from Amazon Ads. Enabling that specialization will be a direct collaboration between Amazon Publisher Cloud and Disney Compass, a data collaboration platform providing seamless access to all its planning, activation, and measurement capabilities.
In an example provided by Amazon and Disney, a pet food brand could reach viewers who both watch Disney programming and have an interest in pet products sold on Amazon.com.
Kelly MacLean, VP of Amazon DSP at Amazon Ads, called the collaboration 'a significant leap forward in advertising effectiveness.' She added, '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.'
By hooking up with Amazon, 'we're enabling greater accessibility to inventory and audience signals that translate into meaningful results for advertisers leveraging Amazon DSP,' said Matt Barnes, VP of Programmatic Sales, Disney Advertising. '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.'
Amazon and Disney will begin implementing the integrations with a select group of advertisers in the coming months. Disney+ inventory is also now available through Amazon DSP in France, Germany, Italy, Portugal, Spain, Switzerland, Turkiye, and the UK – allowing Amazon DSP customers to access it in those territories.
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CNET
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7 minutes ago
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Geek Girl Authority
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At the conclusion of the episode, Soren is identified as a 'gender deviant,' and after a bogus trial, she is placed into psychotectic therapy. When Riker reunites with her in the final scenes, she has been fundamentally altered. The Soren he knew is gone. The Final Front-queer Written by Jeri Taylor and directed by Robert Scheerer, 'The Outcast' is a standout episode of The Next Generation. Today, with the oppressive American regime targeting the trans community specifically, it is difficult to read the episode as anything besides an allegory about trans acceptance. But part of why the episode works so well with this reading is because punches were pulled regarding the original intention of the story. When 'The Outcast' aired in the early 1990s, the broader discourse regarding the LGBTQ+ community was centered on gay people. Just as the weapon of conversion therapy can be aimed towards trans people, it can be aimed at gay people, too. In order to ensure that the episode wasn't too 'controversial,' a woman was hired to play Soren rather than a man. RELATED: The Premise and How Star Trek Fans Created Fanfic As We Know It Decades later, Frakes expressed his regret at the shift in casting. He expressed this sentiment in a 2021 episode of After Trek centering on the Star Trek: Discovery episode 'Vaulting Ambition.' In that episode of After Trek , he stated: 'Clearly, the character who […] fell in love with Riker or vice versa should have been played by a man, and the people at the studio didn't have the guts to cast a man.' This wasn't the first time that The Next Generation approached gay representation. David Gerrold, who famously wrote the script for the classic Star Trek: The Original Series episode 'The Trouble with Tribbles,' wrote a script for The Next Generation that was never made into an actual episode. In 'Blood and Fire,' two characters were alluded to be gay, and the episode at large dealt with the AIDS crisis. The Trans Read Casting a woman as Soren may have been a decision made in order to make the romance between her and Riker seem less controversial. However, thirty-three years later, this makes the episode seem more like a trans allegory. Part of the Star Trek approach is to address real-world social concerns through the lens of science fiction. This allows for the show to include discussion and analysis of themes that might be otherwise considered outside of the purview of 'television entertainment.' There are many examples of this tactic throughout the history of the Franchise. One of the earliest and most frequently cited episodes to utilize the approach is The Original Series Season 3's 'Let That Be Your Last Battlefield.' RELATED: Star Trek : The Trans Trill, Explained There is a reason that an episode that was written with gay people in mind can today be viewed as a trans allegory. This is because the social and legal pressures that were applied to gay people in the 1990s are so similar to the social and legal pressures that are being applied to trans people today. While conservative extremists may have trans people on the top of their target list, they are prejudiced against the whole LGBTQ+ community. They do not see any part of our community as people. Or at best, they perceive us to be people who are 'broken,' and need to be fixed with conversion therapy. Soren Nevertheless, it is remarkable how many of Soren's statements could be straight out of a contemporary trans person's mouth. In the climactic scene, she states, 'I am tired of lies. I am female.' She continues that she was 'born this way.' She says, 'It is not unnatural. I am not sick because I feel this way; I do not need to be helped; I do not need to be cured. What I need, and what all of those who are like me need, is your understanding and your compassion.' Later in her monologue, she states that people like her are 'called misfits and deviants and criminals.' It is not hard to see how these statements could apply in response to the prejudice that trans people face today. For example, it was recently falsely claimed on The Benny Show that the trans community 'is per capita the most violent domestic terror threat if not in America, probably the entire world.' This is a lie. We are not misfits, deviants or criminals. We are Americans who simply wish to live our lives. RELATED: Star Trek : Tracing the Holodeck's History Soren's entire climactic speech is equally as relevant as these excerpts. In order to fully appreciate it, please watch (or rewatch) the episode for yourself. However, Soren's speech is not enough to sway her fellow J'naii. As mentioned above, the episode concludes with her having undergone psychotectic therapy. Drained of the passion she once possessed, she is no longer the same person she was. Ad Astra Per Aspera For some, the decision to conclude the episode with Soren's identity having been eradicated by psychotectic therapy is controversial. However, I would argue the ending is necessary. Furthermore, it is clear from the powerful final shot that the experience weighs heavily on Riker. This is not meant to be a stable ending. This is meant to be an ending that forces the viewer to consider their own worldview and ask themselves some very difficult questions. RELATED: Star Trek Episode Trilogy: Revisiting 'Unification' Today, the spectre of forced conversion therapy is once again becoming more mainstream. For this reason, 'The Outcast' is more relevant than ever. To look the other way from the immoral forces pushing for conversion therapy is to allow innocent people to be subjected to this barbaric abuse. To borrow a tagline from 1951's The Day the Earth Stood Still, 'The Outcast' is a warning… and an ultimatum. Will you heed its moral? Star Trek: The Next Generation's 'The Outcast' is currently available for streaming on Paramount+. STAR TREK: 5 Alternate Lives Avery Kaplan is the author of several books and the Features Editor at Comics Beat. She was honored to serve as a judge for the 2021 Cartoonist Studio Prize Award and the 2021 Prism Awards. She lives in the mountains of Southern California with her partner and a pile of cats, and her favorite place to visit is the cemetery. You can also find her writing on Comics Bookcase, NeoText, Shelfdust, the Mary Sue, in many issues of PanelxPanel, and in the margins of the books in her personal library.
