TV ad buying is increasingly driven by ad tech, as shown by activity during the 2025 upfront negotiations, where programmatic, CTV, and data-fueled pitches took center stage. This theme continued last week at the media industry’s flagship conference, Cannes Lions Festival of Creativity, with a slew of announcements at the glitzy affair underlining this shift in the sands.
Last week, Disney Advertising announced a new partnership with Amazon Ads, adding Amazon’s demand-side platform to its Real-Time Ad Exchange, or DRAX, nearly a year after its launch with rival DSPs. This makes Amazon only the third DSP — after Google and The Trade Desk — to access premium inventory across Disney+, ESPN, and Hulu.
This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.