Disney has become the latest entertainment giant to put ad inventory on offer through Amazon DSP, the tech giant’s demand-side platform that connects advertisers to channels for programmatic as well as premium ad purchasing and analytics. The integration, to be implemented in the coming months, links the Disney Real-Time Ad Exchange (DRAX) with Amazon DSP, providing direct access to inventory across platforms including Disney+, ESPN and Hulu along with data insights from both companies. The deal is one of many such alliances announced in proximity to the Cannes Lions International Festival of Creativity, where Roku, Netflix and Yahoo also signed up with Amazon DSP.

This latest 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,” writes Variety. Coupled with Amazon’s powerful AI, the idea is to reduce ad duplication and distribute the messaging with greater precision.

The partnership aims to be a force multiplier, leveraging Disney’s formidable advertiser resources including the Disney Select first-party data offering and the contextual Magic Words tool. Launched in beta in February 2024, Magic Words uses AI to analyze the scenes and moods across Disney’s library to find the optimal placement for a particular creative execution.

Disney said all major ad agencies signed on as beta partners. In January 2025 Disney began working with Omnicon’s IPG Mediabrands to test Magic Words in live sports.

“Advertisers on Amazon DSP will also soon be able to create specialized campaigns that match Disney’s audience data with browsing, streaming, and purchase insights from Amazon Ads through a direct collaboration between Amazon Publisher Cloud (APC) — built on AWS Clean Rooms technology — and Disney Compass,” Amazon explains in a news release.

Disney Compass is a data collaboration platform with a single entry-point to all of the company’s planning, activation and measurement capabilities — including Disney’s own clean room, launched in 2021 and hosted on AWS and Google Cloud. Advertiser clean rooms are secure, collaborative environments where anonymized consumer data can be collected, shared and combined with first-party data.

All of these implementations basically take over where now disfavored Internet “cookies” left off and apply the concept to streaming (while also serving publishing).

“We’re breaking down traditional barriers between content and commerce signals,” Amazon Ads VP of Amazon DSP Kelly MacLean said in the announcement.

“The direct integration of Amazon DSP to Disney’s Real-Time Ad Exchange is really differentiated in terms of how we connect commerce data and insights to Disney’s premium streaming inventory at scale,” Disney Advertising VP of Programmatic Sales Matt Barnes tells Adweek.

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Amazon Teams with Roku for Exclusive CTV Advertising Deal, ETCentric, 6/18/25