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Yahoo
7 hours ago
- Business
- Yahoo
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. More from Deadline Netflix Adds Yahoo To Its Roster Of Programmatic Advertising Partners Amazon Ads & Roku Set Landmark Pact Giving Brands Access To 80% Of Connected-TV Households Byron Allen Reaches Settlement With McDonald's In Lawsuit Claiming Racial Bias In Advertising 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 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. Best of Deadline 2025-26 Awards Season Calendar: Dates For Tonys, Emmys, Oscars & More 'Bachelor in Paradise' Cast Announcement: See Who Is Headed To The Beach For Season 10 2025 TV Series Renewals: Photo Gallery
Yahoo
3 days ago
- Business
- Yahoo
Why Disney's Compass seeks true north in data collaboration
This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. Disney Advertising and Amazon Ads today (June 17) integrated Disney's Real-Time Ad Exchange (DRAX) and Amazon Demand-side Platform (DSP), per details shared with Marketing Dive. The collaboration allows advertisers to leverage insights from both companies as they access the media giant's premium inventory across platforms. 'By building a direct path connecting Amazon's commerce insights to the full scale of Disney's streaming ecosystem, we're enabling greater accessibility to inventory and audience signals that translate into meaningful results for advertisers leveraging Amazon DSP,' said Matt Barnes, vice president of programmatic sales at Disney Advertising, in a statement. Along with supporting targeting, transparency and efficiency, the partnership will also allow advertisers to create campaigns that bring together Disney's audience data and a wealth of insights from Amazon Ads through a collaboration between Amazon Publisher Cloud (APC) and Disney Compass, the media giant's data collaboration platform launched in January. In an example provided in a press release, a pet food brand could reach an audience of Disney viewers who have shown interest in pet products on Amazon, notching the higher reach and lowers costs that streaming TV advertisers have seen when using publisher-enriched deals on APC, an offering built on Amazon Web Services (AWS) Clean Rooms technology. '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,' said Kelly MacLean, vice president of Amazon DSP at Amazon Ads, in a statement. Implementation will begin with select advertisers in the coming months before being opened to all Amazon DSP advertisers in the third quarter of 2025. The partnership also promises audience targeting and curated packages through Disney's other ad solutions, such as Disney's Magic Words offering (a contextual solution that is also at the heart of a just-announced partnership between Omnicom and Disney around live sports). The news, timed to this week's Cannes Lions International Festival of Creativity, comes as Disney Compass crosses the five-month anniversary since its debut at the Consumer Electronics Show (CES) earlier this year. The data collaboration and measurement platform gives advertisers visibility into Disney's first-party data, serves as an entry point for agency integrations and delivers interoperability with third-party data and measurement collaborators — all functions that are increasingly in-demand for data-obsessed advertisers. Since launch, Disney Compass has been activated with all five holding companies (WPP Media, Publicis, Omnicom Media Group, Interpublic Group and Dentsu) along with leading independents Horizon and PMG. In addition, five measurement vendors — Affinity Solutions, EDO, Innovid, Snowflake and VideoAmp — have integrated in an always-on fashion. With 30 cross-sell campaign measurement vendors (including 19 supported by direct or clean room data flows), Compass has measured nearly 1,500 campaigns this fiscal year. 'It's all about offering a data collaboration and measurement platform to provide visibility for marketers so that they can do their best marketing and understand where to buy, how to buy it, and then how to measure it and what their outcomes were,' said Dana McGraw, senior vice president of data and measurement science at Disney Advertising, in an interview. Disney Compass is the culmination of years of seeking to innovate around identity and measurement and the desire to offer both functions in one place for marketers looking to plan and measure campaigns while activating against its rich data sets. Those imperatives have become even more important amid the push to incorporate artificial intelligence (AI). 'There's a huge push around AI and understanding data and audiences, and all of that really speaks to a push for efficiency. If you think about what all of those things bring to the table, it's really about precision and efficiency for each of those innovations,' McGraw said. Disney Compass provides an easy connection to clean room activations, as well providing information that can be seen and used equally by brands, agencies and — as with today's Amazon news — DSPs. 'If a DSP needs to see inventory for a buyer, it looks the same as the way that a holding company needs to see inventory for a buyer,' McGraw said, adding over email, 'Compass is at its heart a collaboration tool intended to enable advertisers of all sizes to access our insights and measurement capabilities across partners and platforms.' Recommended Reading Disney ramps up advertiser offerings as streaming wars enter next phase Sign in to access your portfolio
