Disney announces Google partnership as it expands ad platform

Disney Advertising is teaming up with Google and The Trade Desk to expand its Disney Real-Time Ad Exchange (DRAX).

The partnerships mean that users of Google’s Display & Video 360 and The Trade Desk can directly access streaming inventory on both Hulu and Disney Plus through DRAX.

Why we care. A wider range of marketers, national, regional and local, will now have easier access to ad inventory across Hulu and Disney Plus.

Why now? As businesses move their advertising budgets away 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 because of their large and engaged viewership. These platforms also provide advanced targeting, interactive features, and real-time analytics, making them competitive choices for marketers aiming to reach their target audiences efficiently.

What Disney is saying. Jamie Power, senior VP, 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 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.”

What Google is saying. Stephen Yap, managing director Americas for Google Marketing Platform, said:

• “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.”

What is DRAX? Disney launched DRAX – which gets it names from a character the Guardians of the Galaxy movie franchise – in March 2021 as part of its advertising technology platform. DRAX, which is an automated ad platform, consolidates advertisers’ video demand to ensure that both direct-sold and programmatic deals compete fairly for Disney ad impressions.