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Disney, Amazon in Pact to Widen Connected-TV Impressions for Advertisers

The pact would give a pet-food marketer, for example, the chance to reach viewers who both consume Disney content and have shown interest in pet products on Amazon. The two companies team up as Madison Avenue is grappling with a glut of broadband-TV inventory on the market, much of the supply growing due to the entrance of both Amazon and Netflix into ad-supported streaming. This partnership will deal primarily with so-called “programmatic” advertising, or digital inventory that gets bought based on algorithms that define qualities of the specific consumers being sought by a marketer.

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