Disney adds Amazon to its DRAX partnership roster
The Programmatic Publisher Disney is rolling out DRAX Direct, a direct integration with the industry’s largest DSPs
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On the second official day of the Cannes Lions Festival of Creativity, Amazon continues its charm offensive on advertisers, announcing a partnership with Disney Advertising that brings its demand-side platform into Disney’s Real-Time Ad Exchange.
The development comes almost a year after DRAX launched, meaning Amazon is only the third DSP, alongside Google and The Trade Desk, to grant advertisers access to DRAX. DRAX sells inventory across various properties, including Disney+, ESPN, and Hulu.
The tie-up with Amazon DSP lets advertisers leverage insights from both companies to refine their ad campaigns, including specialized campaigns that match Disney’s audience data with browsing, streaming, and purchase insights from Amazon Ads through a direct collaboration between Amazon Publisher Cloud, built on AWS clean rooms technology, and Disney Compass.
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