Disney and Amazon have announced a partnership that will offer advertisers new opportunities to reach their target groups more precisely via networked televisions. As part of this collaboration, advertisers will be able to book advertising space on Disney+, ESPN and Hulu programmatically - i.e. automated and target group-specific - via Amazon's own advertising platform (DSP - Demand Side Platform).

By combining Disney's popular streaming content with Amazon's detailed insights into the consumer behaviour of users, the two companies want to make advertising more efficient and relevant. For example, a pet food manufacturer could target people who both stream Disney content and search for pet products on Amazon.

Matt Barnes, Vice President of Programmatic Sales at Disney Advertising, emphasises that this direct connection between Amazon's data world and Disney's streaming offerings makes it possible to display advertising more effectively and in a more targeted manner. At the same time, the risk of showing users the same advert multiple times is reduced.

Kelly MacLean from Amazon Ads also sees advantages for everyone involved: brands reach their desired target groups better, Disney can market its advertising space more efficiently and viewers benefit from more relevant content.

The new advertising partnership will be launched in the coming months and already includes the first markets: advertising space on Disney+ is already available via Amazon DSP in countries such as Germany, France, Italy, Spain, Portugal, Switzerland, Turkey and the United Kingdom.

The collaboration is one of a series of similar agreements - among others, Netflix and Yahoo as well as Amazon and Roku recently announced comparable advertising partnerships. The aim of all these alliances is to better utilise the growing advertising opportunities in the streaming sector.

Variety reports in detail.