Disney Simplifies Streaming Inventory Access for Advertisers

In a firstever expansion of the Disney RealTime Ad Exchange DRAX Disney has created a direct path to advertiser demand with two of the most scaled media buying platforms in the marketplace amp8211 Google39s Display ampamp Video 360 and The Trade Desk Through the launch of DRAX Direct Disney has delivered a new level of automation to marketers by unifying access to streaming inventory across Hulu and Disney for advertisers of all sizesquotDisney39s goal is to empower advertisers to transact with the freedom and flexibility that best suits their business needsquot said Jamie Power Senior Vice President Addressable Sales Disney Advertising quotYears ago we committed to a vision and strategy of delivering 50 of our advertising in an addressable and automated way Owning our own technology stack allows us to build a direct path between our premium inventory and the leading media buying platforms in the industry simplifying the way ads are bought and sold on Disney while delivering greater effectiveness for our clientsquotThe evolution of Disney39s RealTime Ad Exchange creates a closer connection to advertisers and industryleading technology platforms while providing the most advanced capabilities in streaming With the launch of DRAX Direct Disney is unlocking more incremental demand by building a direct path with the buy side resulting in a seamless and more effective experience for brandsDRAX Direct enables greater control and flexibility for advertisers by bringing Disney39s proprietary technology stack together with two of the largest buyside technology platforms in the industry setting the stage for a simpler streamlined approach to addressable buying across Disney39s streaming portfolio including Hulu and DisneyquotFor over a decade Google and Disney have collaborated on industryleading ad innovations that drive results for customers We are excited to expand on this relationship to bring Display ampamp Video 360 demand to DRAX providing our advertisers with a new way to directly purchase Disney39s highquality CTV inventory and reach their audience with privacyforward solutionsquot said Stephen Yap Managing Director Americas Google Marketing PlatformA custom integration between DRAX and The Trade Desk39s OpenPath technology reinforces growing demand from advertisers to have direct access to more addressable premium content with better precision and transparencyquotExpanding our partnership with Disney Advertising underscores a shared vision to maximize the value of relevant advertising especially at a moment when the industry needs it the mostquot said Will Doherty Vice President Inventory Development The Trade Desk quotWe set up the building blocks when we forged our collaboration to create a new identity fabric for the open internet through Unified ID 20 interoperability with Disney39s Audience Graph We39re continuing to innovate together by creating a custom integration between our OpenPath technology and DRAX in service of advertisers and to help drive transparency in digital media buying as we navigate an increasingly complicated digital landscapequotDisney39s RealTime Ad Exchange launched as part of Disney39s advertising technology platform in March 2021 offering an innovative solution that democratized access to the most premium video inventory By centralizing advertisers39 video demand Disney created parity between direct sold and programmatic deals amp8211 allowing them to compete on an equal playing field What this translates to for advertisers is simplified streamlined buyingClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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