Add Disney to the list of the companies trying to find new ways to broaden broadband for advertisers.
The entertainment giant and Amazon have struck a partnership that will allow advertisers to buy up programmatic advertising inventory from Disney+, ESPN and Hulu via Amazon’s demand-side platform, the latest in a series of similar alliances unveiled this week. Amazon and Roku revealed a similar partnership Monday, as did Netflix and Yahoo.
The pact would give a pet-food marketer, for example, the chance to reach viewers who both consume Disney content and have shown interest in pet products on Amazon. By tapping into the alliance, the companies believe, marketers can reduce the number of ads they show to the same consumer, and improve the effectiveness of commercials by distributing them with more precision.
“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, Disney Advertising’s vice president of programmatic sales, in a statement.
The two companies team up as Madison Avenue is grappling with a glut of broadband-TV inventory on the market, much of the supply growing due to the entrance of both Amazon and Netflix into ad-supported streaming. This partnership will deal primarily with so-called “programmatic” advertising, or digital inventory that gets bought based on algorithms that define qualities of the specific consumers being sought by a marketer.
“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.
Amazon and Disney aim to let advertisers start tapping into the new partnership in coming months. Ad inventory from Disney+ now available through Amazon DSP in France, Germany, Italy, Portugal,
Spain, Switzerland, Turkiye, and the United Kingdom.
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