Disney Advertising has partnered with Google and The Trade Desk to expand its Disney Real-Time Ad Exchange (DRAX).
The partnerships allow users of Google Display & Video 360 and The Trade Desk to directly access streaming inventory on both Hulu and Disney Plus via DRAX.
Why we care A wider range of national, regional and local marketers will now have easier access to ad inventory on Hulu and Disney Plus.
why now As companies shift their advertising budgets from traditional TV to digital video platforms, TV networks are feeling the impact. However, streaming services like Disney Plus and Hulu are gaining traction among advertisers due to their large and engaged audiences. These platforms also provide advanced targeting, interactive features, and real-time analytics, making them competitive options for marketers who want to reach their target audiences efficiently.
What Disney says. Jamie Power, senior vice president of addressable sales at Disney Advertising, said in a statement:
“Disney’s goal is to empower advertisers to transact with the freedom and flexibility that best suits their business needs.” “Owning our own technology stack allows us to build a direct path between our premium inventory and industry-leading media buying platforms, simplifying the way ads are bought and sold at Disney, while providing greater efficiency to our clients”.
What Google says. Stephen Yap, Americas General Manager, Google Marketing Platform, said:
“For more than a decade, Google and Disney have collaborated on industry-leading advertising innovations that drive results for customers.” “We are excited to expand this relationship to bring Display & Video 360 demand to DRAX, offering our advertisers a new way to buy Disney’s high-quality CTV inventory directly and reach their audiences with privacy solutions “.
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What is DRAX? Disney launched DRAX, named after a character in the Guardians of the Galaxy film franchise, in March 2021 as part of its ad tech platform. DRAX, which is an automated advertising platform, consolidates advertisers’ video demand to ensure that both direct and programmatic bids compete fairly for Disney ad impressions.
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