Cannes 2025: Disney & Amazon partner for ad streaming with global data deal

Disney and Amazon have announced a new partnership set to reshape the streaming advertising landscape, revealed at the Cannes Lions festival. The agreement brings together Disney’s Real-Time Ad Exchange and Amazon’s Demand-Side Platform, unlocking a powerful combination of Disney’s premium content and Amazon’s unrivaled consumer insights. This move will allow brands to target viewers across Disney+, Hulu, and ESPN+ with unprecedented precision, leveraging both streaming behavior and shopping data to deliver more relevant ads.

The collaboration arrives at a pivotal moment for both companies. Amazon has been aggressively expanding its advertising business, especially after shifting Prime Video to an ad-supported model, while Disney continues to push its streaming platforms to the forefront of digital entertainment. With Disney+ boasting 126 million subscribers, Hulu at 54 million, and ESPN+ at 24 million, the scale of this partnership is hard to overstate. Advertisers using Amazon’s platform will soon be able to reach audiences not just based on what they watch, but also what they browse and buy on Amazon, creating a seamless bridge between content and commerce.

For example, a pet food brand could now target Disney viewers who have shown interest in pet products on Amazon, ensuring their ads reach the most relevant consumers at the right moment. This integration is expected to roll out in the third quarter of the year, initially with select advertisers, before expanding further. Disney+ inventory is already available to Amazon DSP clients in several European countries, including Germany, Italy, Spain, Switzerland, Turkey, and the UK, signaling the global ambitions of this alliance.

Executives from both companies have called the deal a game-changer for the industry. Matt Barnes, Vice President of Programmatic Sales at Disney Advertising, highlighted the enhanced access to inventory and audience signals, stating that the partnership “elevates the standards for the entire industry.” Kelly MacLean, Vice President of Amazon DSP at Amazon Ads, emphasized the benefits for all parties, saying the collaboration “breaks down traditional barriers between content and commerce signals,” allowing brands to connect with the right audiences, publishers to maximize inventory value, and viewers to see more relevant ads.

With the streaming ad market becoming increasingly crowded and competitive, this Disney-Amazon partnership stands out for its scale and sophistication. By combining Disney’s storytelling power with Amazon’s data-driven approach, the two giants are setting a new benchmark for what targeted, effective, and global streaming advertising can look like.