Amazon Ads’ Cannes Announcement Marks a Turning Point for CTV & Full-Funnel Advertising
As CTV growth continues to boom, it’s reshaping the TV and marketing industries outright. Power is shifting from traditional broadcasters to digital platforms that control the pipes, where content, data, and commerce converge. The leading players - Amazon, Google, and The Trade Desk - are locked in a race to offer the most effective, data-driven CTV advertising at scale.
While Amazon boasts a major advantage in shopper data and its own content machine (Prime Video), it has historically lagged behind on CTV inventory integrations. That changes with this week’s announcements at Cannes.
Amazon revealed two major partnerships:
- Disney DRAX + Amazon DSP is now live across the EU, including the U.K., unlocking programmatic access to Disney+, ESPN, and Hulu inventory - including Disney’s contextual targeting and Amazon’s first-party shopper signals.
- Roku + Amazon DSP will launch fully in Q4 2025, giving advertisers exclusive programmatic access to 80M+ authenticated U.S. households.
What this means for advertisers:
Amazon DSP is now an undisputed top-tier choice for full-funnel campaign activation & measurement. Brands can:
- Activate AMC-powered measurement and insights, achieving massive reach and precision
- Build custom audiences using real shopping intent
- Immediately access Disney+ inventory in the EU
It's time to rethink your streaming mix, with Amazon at the centre.
