Disney (DIS) and Amazon (AMZN) are unveiling a new partnership aimed at improving ad targeting for streaming television, The Hollywood Reporter’s Erik Hayden reports. The pact, which involves Disney’s Real-Time Ad Exchange, unlocks more opportunities for brands using Amazon’s Demand Side Platform to reach consumers watching Hulu, Disney+ and ESPN content, according to the report. “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,” said Matt Barnes, VP of programmatic sales, Disney Advertising, while Kelly MacLean, VP of Amazon DSP at Amazon Ads, said that “By connecting Disney’s premium content with Amazon’s deep consumer understanding, 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.”
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