Disney Advertising has announced some new details on how it has expanded its Disney Real-Time Ad Exchange to allow users of Google’s Display & Video 360 and The Trade Desk–to access advertising on Hulu and Disney+ directly.

This new DRAX Direct system will allow advertisers greater control and flexibility by combining Disney’s ad tech stack with two of the largest buy-side technology platforms in the industry. This will allow for a more similar streamlined approach to buying ads across Disney’s streaming portfolio. 

Disney likes to name its projects after its characters, and the new DRAX system is named after one of the members of Marvel’s “Guardians Of The Galaxy:

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.  Years 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 clients.”

Stephen Yap, managing director of Americas for Google Marketing Platform, added:

“For over a decade, Google and Disney have collaborated on industry-leading ad innovations that drive results for customers.  We are excited to expand on this  relationship to bring Display & Video 360 demand to DRAX, providing our advertisers with a new way to directly purchase Disney’s high-quality CTV inventory and reach their audience with privacy-forward solutions.” 

Will Doherty, VP, of Inventory Development, The Trade Desk, added:

“Expanding 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 most.  We set up the building blocks when we forged our collaboration to create a new identity fabric for the open internet through Unified ID 2.0 interoperability with Disney’s Audience Graph. We’re 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 landscape.”

With Disney bringing Disney+ and Hulu closer together, especially as part of the recent Hulu On Disney+ beta, this technology is another major step forward in making the streaming division more profitable and also showcases why Disney has spent so much time, money and effort building its own advertising tech, so it can continue to grow.

More new customers are signing up to the ad-supported tier on Disney+ and Hulu every day, with over 90% of Hulu subscribers being on the ad-supported tier, It is easy to see why incorporating that into Disney+ is so important, especially when or if the two platforms merge together.

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Roger Palmer

Roger has been a Disney fan since he was a kid and this interest has grown over the years. He has visited Disney Parks around the globe and has a vast collection of Disney movies and collectibles. He is the owner of What's On Disney Plus & DisKingdom. Email: Roger@WhatsOnDisneyPlus.com Twitter: Twitter.com/RogPalmerUK Facebook: Facebook.com/rogpalmeruk

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