Disney (DIS) has reportedly formed a partnership with e-commerce giant and cloud services titan Amazon (AMZN) to enhance ad targeting for streaming television. Under this partnership, Amazon’s Demand Side Platform (DSP) will have access to Disney’s content library.
Commenting on the partnership, which is expected to launch in the third quarter of this year, Matt Barnes, vice president of programmatic sales at Disney Advertising, sounded optimistic, “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.”
