According to a Tuesday report by The Hollywood Reporter, Disney (NYSE:DIS) and Amazon (NASDAQ:AMZN) have struck a new partnership that is expected to improve ad targeting for streaming television. The report said the partnership between Disney’s Real-Time Ad Exchange and Amazon’s Demand Side Platform logistics unit will allow more advertisers to have access to the content inventory across Disney’s platforms.

The pact unlocks more opportunities for brands using Amazon's Deliver Service Partner to reach consumers watching Hulu, Disney+ and ESPN content.

Add Disney to the list of the companies trying to find new ways to broaden broadband for advertisers. The entertainment giant and Amazon have struck a partnership that will allow advertisers to buy up programmatic advertising inventory from Disney+,