Touting a deal intended to break down content and commerce barriers, Walt Disney TV/video inventory will be directly available on the growing demand-side advertising platform Amazon DSP -- the business unit attached to the e-commerce giant.

Specifically, the integration will occur with inventory on Disney’s Real-Time Ad Exchange, allowing advertisers to gain access to ad avails on Disney platforms including Disney+, ESPN, and Hulu.

The deal will allow brands to get insights from “both companies” to enable better targeting and business outcomes.

"We're breaking down traditional barriers between content and commerce signals,” says Kelly MacLean, vice president of Amazon DSP at Amazon Ads, in a release.

For example, Amazon says, a pet food brand could reach viewers who view Disney content and have shown interest in pet products on Amazon.

Brands can create specialized campaigns in matching Disney’s audience data -- browsing, streaming and purchase insights -- from Amazon Ads through Amazon Publisher Cloud (APC), using its clean-room technology.

Amazon DSP struck a deal with Roku on Monday that enables brands to access Roku advertising inventory including ad avails via Roku’s streaming deals with major publishers such as Walt Disney, Paramount Global, Warner Bros. Discovery, Fox Corp.'s Tubi.

That deal claims to provide advertisers with the “largest authenticated CTV footprint in the U.S.” -- allow advertisers to reach more than 80% of U.S. connected TV (CTV) households -- the companies.

To an extent, the deal is “exclusive” to those using Amazon DSP, allowing advertisers to use first-party Roku viewer data for targeting across inventory purchases -- beyond Roku's first party inventory.