Disney is expanding its advertising platform through a new partnership with Google and The Trade Desk. This collaboration will allow users of Google’s Display & Video 360 and The Trade Desk to directly access streaming inventory on both Hulu and Disney Plus through Disney’s Real-Time Ad Exchange (DRAX).
This partnership is significant as it opens up a wider range of marketers, including national, regional, and local businesses, to easily access ad inventory across Hulu and Disney Plus. As more businesses 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 have gained traction among advertisers due to their large and engaged viewership. Additionally, these platforms offer advanced targeting, interactive features, and real-time analytics, making them attractive choices for marketers looking to reach their target audiences effectively.
Disney’s goal with this partnership is to empower advertisers to transact with freedom and flexibility that aligns with their business needs. By owning their own technology stack, Disney can create a direct path between their premium inventory and leading media buying platforms in the industry. This simplifies the process of buying and selling ads on Disney while delivering greater effectiveness for their clients.
Google is also enthusiastic about this collaboration, highlighting their longstanding relationship with Disney in driving ad innovations that yield results for customers. They are excited to expand this relationship by bringing Display & Video 360 demand to DRAX. This will provide advertisers with a new way to directly purchase Disney’s high-quality CTV inventory and reach their audience with privacy-forward solutions.
DRAX, Disney’s automated ad platform, was launched in March 2021 as part of its advertising technology platform. It consolidates advertisers’ video demand to ensure that both direct-sold and programmatic deals compete fairly for Disney ad impressions.
Overall, this partnership between Disney, Google, and The Trade Desk opens up new opportunities for marketers to access ad inventory on popular streaming platforms like Hulu and Disney Plus. With the shift towards digital video platforms, this collaboration allows advertisers to reach their target audiences more efficiently while leveraging advanced targeting and analytics features. This expansion of Disney’s ad platform demonstrates their commitment to adapting to the evolving advertising landscape and providing effective solutions for their clients.
