Disney Compass and Amazon Ads: A Data Collaboration Revolution in Advertising
In a bold move that promises to transform the advertising landscape, Disney Advertising and Amazon Ads have announced a strategic partnership that integrates Disney's Real-Time Ad Exchange (DRAX) with Amazon's Demand-side Platform (DSP). This collaboration will enable advertisers to leverage insights from both companies as they access the media giant's premium inventory across platforms, offering greater accessibility to inventory and audience signals that translate into meaningful results.
According to Matt Barnes, vice president of programmatic sales at Disney Advertising, "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 will be instrumental in delivering results for advertisers leveraging Amazon DSP."
The partnership will not only support targeting, transparency, and efficiency but also allow advertisers to create campaigns that combine Disney's audience data with 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 have shown interest in pet products on Amazon, leveraging the higher reach and lower 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.
Kelly MacLean, vice president of Amazon DSP at Amazon Ads, said, "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."
Implementation of the partnership will begin with select advertisers in the coming months before being opened to all Amazon DSP advertisers in the third quarter of 2025. The partnership also promises audience targeting and curated packages through Disney's other ad solutions, such as Disney's Magic Words offering (a contextual solution that is also at the heart of a recently announced partnership between Omnicom and Disney around live sports).
The news comes as Disney Compass crosses the five-month anniversary since its debut at the Consumer Electronics Show (CES) earlier this year. 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 that are increasingly in-demand for data-obsessed advertisers.
Since launch, Disney Compass has been activated with all five holding companies (WPP Media, Publicis, Omnicom Media Group, Interpublic Group, and Dentsu) along with leading independents Horizon and PMG. In addition, five measurement vendors—Affinity Solutions, EDO
