Disney+, ESPN+ & Hulu Agree New Advertising Partnership With Amazon

TV & Film

Jun 18

Image Source: Gamespot

For users who often turn the volume down when advertisements appear on their televisions, there may be an influx of more targeted ads as Disney and Amazon announce a collaboration, entitled Disney’s Real-Time Ad Exchange (DRAX) and Amazon DSP. This effort will enable advertisers to access Disney’s database of Disney+, ESPN, and Hulu members, allowing them to provide more targeted advertisements to generate additional revenue. Amazon, on the other hand, will gain access to a broader audience and potentially increase its advertising revenue.

With this improved system, Disney will be able to enable advertisers to better understand, manage, and optimize their ad campaigns. This new system allows advertisers to exert greater control and tailor their campaigns to their specific needs. They will be able to clearly understand how Disney bundles and it’s ad space on particular pro platforms, and in theory, as will run more smoothly and effectively reaching the correct demographic at the best time of the dayone specific tool from this new collaboration will be the magic words which will place ads throughout content that allow on aligns with particular keywords or themes.

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Advertisers using Amazon’s DSP platform will be able to run more advanced and tailored ad campaigns, and these campaigns will combine with what Disney knows about its users, such as demographics and viewing habits, along with Amazon‘s data information, such as what people search, watch, or purchase.

In a joint statement, Vice President of Amazon DSP at Amazon Ads, Kelly MacLean said, “...By connecting Disney’s premium content with Amazon’s deep consumer, 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. And, Disney Advertising Vice President of Programmatic Sales Matt Barnes said, “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.”

This new streamlined experience will bring a more synergistic experience for Amazon shoppers and Disney’s streamers.

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