It’s raining advertising tie-ups all around the global media and entertainment world even as streamers start relying more on advertising to shore up revenues and nudge consumers to pay extra bucks to have the ad-free experience.

From Netflix to Amazon to The Walt Disney Company to Roku, companies are going in for partnerships that are aimed at demand-side platforms for precision advertising.

In a significant expansion of its global advertising strategy, Netflix announced its partnership with Yahoo DSP to extend programmatic buying access across all 12 of its ad-supported markets. The move is aimed at offering greater flexibility and performance to advertisers, and will roll out later this year.

According to a statement by Netflix on June 16, the partnership marks another milestone in the company’s growing advertising business. The integration of Yahoo DSP will allow clients to buy Netflix ad inventory programmatically through Yahoo’s demand-side platform, enhancing targeting precision and campaign results.

The two companies will also collaborate on building advanced targeting segments, aimed at delivering optimized performance for advertisers worldwide.

This announcement follows a series of enhancements made to Netflix’s advertising toolkit. Most notably, Netflix recently expanded its targeting capabilities to include over 100 user interests across 17 different categories, from life stages to behavioural traits. Advertisers are now also able to leverage their own first-party data to match with Netflix’s audience segments, allowing for more customized and insight-driven campaigns.

Yahoo DSP now joins an elite group of Netflix programmatic partners that already includes The Trade Desk, Google Display & Video 360 and Microsoft. Together, these collaborations represent a strong commitment to giving advertisers multiple access points to reach Netflix’s deeply engaged user base, the streamer stressed.

The company’s advertising-supported tier continues to grow, giving brands access to an audience that is not just massive but also highly attentive and content-focused.

Amazon, Roku Pact on CTV Reach: In a game-changing move for connected television (CTV) advertising, Amazon Ads and Roku announced few days back an exclusive integration that positions Amazon DSP as the most addressable demand-side platform (DSP) for Roku’s CTV activation

The collaboration unlocks logged-in reach across an estimated 80 million US CTV households representing over 80 percent of the American CTV footprint  in what both companies describe as a transformative moment for the future of TV advertising.

According to a Roku press release earlier this week, the partnership brings together two of the most influential players in streaming, enabling advertisers to tap into authenticated audiences across major streaming services like Prime Video, The Roku Channel, Fire TV, and other premium third-party platforms such as Disney, Paramount, FOX Corporation, Tubi, and Warner Bros Discovery. With logged-in reach at this scale, the companies claim advertisers can now plan, optimize, and measure campaigns with greater accuracy and impact than ever before.

Early tests of the integration showed that advertisers were able to reach 40 percent more unique viewers using the same budget, while reducing ad overexposure by nearly 30 percent. This not only enhances the viewer experience by cutting down repetitive ads but also enables advertisers to extract up to three times more value from their ad investments.

Paul Kotas, SVP of Amazon Ads, emphasized the significance of the partnership, calling it a “giant leap for advertisers.” He said, “By combining our technologies, advertisers can now drive full-funnel campaign outcomes from awareness through conversion—while eliminating media waste across Amazon and Roku streaming audiences.”

Kotas added that the integration allows for better audience precision and media efficiency through deterministic identity resolution and first-party data matching.

The collaboration uses a custom identity service that enables Amazon DSP to recognize logged-in users across Roku’s ecosystem, making it possible to deliver consistent messaging across various devices and apps. For advertisers, this means measurable results at every stage of the customer journey, from impression to conversion.

Echoing the sentiment, Charlie Collier, President of Roku Media, stated, “This partnership delivers a unified, future-ready solution at an unprecedented scale. With nearly half of all TV streaming time in the U.S. happening on Roku and the power of Amazon’s retail and data capabilities, we’re uniquely positioned to prove performance and differentiate DSP offerings.”

Disney, Amazon Join Forces on Advertising: Meanwhile, according to  Deadline, the advertising divisions of Amazon and Disney are joining forces to open up new opportunities for streaming buyers.

Under the partnership, the Deadline report, quoting the two companies, stated that Disney’s Real-Time Ad Exchange and Amazon’s DSP are being integrated. The team-up will give advertisers direct access to Disney premium inventory on Disney+, ESPN, Hulu and other platforms. Buyers will also be able to gain data from both companies that will make targeting more precise and incomes more efficient.