Disney & Amazon (AMZN) Forge Game-Changing Ad Targeting Alliance—Streamers Get Smarter, Your Privacy Gets Shakier

Mickey Mouse meets the everything store—and your data’s the currency. Disney and Amazon just locked arms in a partnership that’ll rewrite how ads hunt you across screens. No more guessing what you want; they’re building a cross-platform profiling machine.

Why it matters: This isn’t just about showing better toy ads during Marvel movies. It’s a power move against Google and Meta’s duopoly—with Amazon’s purchase history and Disney’s storytelling arsenal merging into one scary-accurate targeting beast.

The cynical twist: Wall Street’s already pricing in the ‘synergies’—corporate speak for ‘your attention’s getting strip-mined harder.’ Meanwhile, regulators are too busy chasing crypto exchanges to notice two giants quietly rewriting the rules of engagement.

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Interestingly, the deal was announced at the Cannes Lions advertising event, where both companies explained how this partnership brings together Amazon’s shopping data with Disney’s large streaming audience. For example, a pet food brand could target consumers who buy pet supplies on Amazon and watch pet-related shows on Disney platforms. Matt Barnes, VP of programmatic sales at Disney, highlighted how this partnership increases access to both inventory and viewer data, which ultimately helps advertisers drive better results.

The new ad tools are expected to launch in the third quarter of 2025 and will be available internationally. Advertisers using Amazon’s DSP will also get access to Disney+ content in countries like the UK, Germany, France, Spain, and more. According to Kelly MacLean, VP of Amazon DSP, this partnership benefits everyone, as brands reach the right people, Disney makes better use of its ad space, and viewers receive ads that are actually relevant to them.

Which Stock Is the Better Buy?

Turning to Wall Street, out of the two stocks mentioned above, analysts think that AMZN stock has more room to run than DIS. In fact, AMZN’s price target of $241.64 per share implies more than 12% upside versus Disney’s 6.3%.