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 each corporations as they access the media giant’s premium inventory across platforms.
“By constructing a direct path connecting Amazon’s commerce insights to the total 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, vp of programmatic sales at Disney Advertising, in an announcement.
Along with supporting targeting, transparency and efficiency, the partnership may even 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’ve shown interest in pet products on Amazon, notching the upper 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 promoting that works higher for everybody—brands reach the correct audiences, publishers maximize their inventory value and viewers see more relevant ads,” said Kelly MacLean, vp of Amazon DSP at Amazon Ads, in an announcement.
Implementation will begin with select advertisers in the approaching months before being opened to all Amazon DSP advertisers in the third quarter of 2025. The partnership also guarantees audience targeting and curated packages through Disney’s other ad solutions, similar to Disney’s Magic Words offering (a contextual solution that can also be at the center of a just-announced partnership between Omnicom and Disney around live sports).
A stronger Compass
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 on the Consumer Electronics Show (CES) earlier this yr. 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 which might be increasingly in-demand for data-obsessed advertisers.
Since launch, Disney Compass has been activated with all five holding corporations (WPP Media, Publicis, Omnicom Media Group, Interpublic Group and Dentsu) together 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 yr.
“It’s all about offering a data collaboration and measurement platform to offer visibility for marketers in order that they’ll do their best marketing and understand where to purchase, buy it, after which measure it and what their outcomes were,” said Dana McGraw, senior vp of data and measurement science at Disney Advertising, in an interview.
Disney Compass is the culmination of years of in search of to innovate around identity and measurement and the need to supply each functions in one place for marketers seeking to plan and measure campaigns while activating against its wealthy data sets. Those imperatives have turn out to be much more necessary amid the push to include artificial intelligence (AI).
“There’s an enormous push around AI and understanding data and audiences, and all of that actually speaks to a push for efficiency. If you consider what all of those things bring to the table, it’s really about precision and efficiency for every of those innovations,” McGraw said.
Disney Compass provides a straightforward connection to scrub room activations, as well providing information that might be seen and used equally by brands, agencies and — as with today’s Amazon news — DSPs.
“If a DSP must see inventory for a buyer, it looks the identical as the best way that a holding company must 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.”
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