HAQM Ads and Disney Advertising announce strategic integration to increase ad relevancy and deliver commerce insights for advertisers

HAQM Ads and Disney Advertising have launched an integration between Disney's Real-Time Ad Exchange (DRAX) and HAQM DSP. This collaboration allows advertisers to gain direct access to Disney's premium inventory across platforms, like Disney+, ESPN, and Hulu, while allowing them to leverage insights from both companies to reach relevant audiences more efficiently.

This added transparency, control, and efficiency provides greater visibility into how inventory is packaged, streamlining ad delivery and improving performance. It also unlocks more precise audience engagement and curated deal packages through Disney’s unique solutions, such as Disney’s Magic Words contextual targeting and the upcoming connection to Disney Select, Disney’s proprietary data offering.

Advertisers on HAQM DSP will also soon be able to create specialized campaigns that match Disney’s audience data with browsing, streaming, and purchase insights from HAQM Ads through a direct collaboration between HAQM Publisher Cloud (APC)—built on AWS Clean Rooms technology—and Disney Compass. Disney Compass is Disney's data collaboration platform providing seamless access to all its planning, activation, and measurement capabilities within a single entry-point.

For example, a pet food brand could reach viewers who both consume Disney content and have shown interest in pet products on HAQM. Streaming TV advertisers using APC publisher-enriched deals continue to consistently achieve higher reach among desired audiences while greatly reducing their cost to reach them.

"This collaboration with Disney represents a significant leap forward in advertising effectiveness," said Kelly MacLean, Vice President of HAQM DSP at HAQM Ads. "We're breaking down traditional barriers between content and commerce signals, allowing advertisers to deliver more meaningful experiences to viewers. By connecting Disney's premium content with HAQM'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."

"By building a direct path connecting HAQM'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 HAQM DSP," said Matt Barnes, Vice President of Programmatic Sales at Disney Advertising. "Disney has been on a decades-long journey to unlock data and insights that reflect how our audiences watch and engage with our content. That knowledge has helped us move the needle for our clients and deliver better results—and this integration raises the bar for the wider industry."

HAQM Ads—which offers full-funnel advertising solutions to help businesses of all sizes achieve their marketing goals at scale—and Disney will begin implementing this expanded access with select advertisers in the coming months. Additionally, Disney+ inventory is now available through HAQM DSP in France, Germany, Italy, Portugal, Spain, Switzerland, Türkiye, and the United Kingdom—providing streamlined activation for HAQM DSP customers in these locales. HAQM DSP leverages unique first-party insights paired with sophisticated clean room technology to bring advertisers and publishers closer together, increasing efficiency and improving performance. It leverages advanced AI to deliver impactful ads to relevant audiences through automation that streamlines campaign planning, buying, and measurement.

The new integration will be available to all U.S. advertisers that use HAQM DSP beginning in Q3 2025.