Disney Integrates BrightLine Ad Formats with Amazon DSP

Disney has expanded its advertising capabilities by integrating BrightLine's interactive and enhanced ad formats into its supply. Advertisers can now run these formats directly through Amazon DSP, accessing Disney Advertising inventory via DRAX, Disney's Real-Time Ad Exchange.

The two format families, interactive ads and enhanced ads, are available for both private marketplace and programmatic guaranteed deals in the United States. Interactive ads utilize television remote controls as input devices, allowing viewers to scroll through galleries, answer trivia questions, or request more information about an advertised brand. Enhanced ads layer automated elements onto existing video content, adding features such as animated carousels, branded frames, and QR codes.

According to Amazon, the integration aims to boost advertising effectiveness, citing a 33% increase in unaided recall, a 12% increase in brand favorability, and an 8% increase in purchase intent. These figures come from BrightLine's 2025 report, 'The Engagement Effect: How Interactivity Indicates CTV Success.'

Amazon has been expanding its programmatic guaranteed access across its supply portfolio for over two years, with the latest addition being Disney Advertising inventory through DRAX. This move allows advertisers to secure confirmed delivery on a format with limited eligible supply.