First, TV viewers ditched cable for streaming. Then, the ad dollars followed. Now, media companies are rapidly building tech to support and grow the $10 billion-plus connected TV advertising market.
Last week, Disney unveiled its Disney Real-Time Ad Exchange (DRAX) platform, a solution to establish parity for all deal types in premium video. Discovery and ViacomCBS have also built similar solutions, highlighting traditional media’s continued push into digital, according to multiple sources.
Discovery’s platform is called Wisteria, a name used internally and subject to change as the solution is likely to grow and evolve.