TV Upfronts

Advertising on Disney Streaming Gets Simpler With Google, The Trade Desk Deals

The company is teaming up with Google’s Display & Video 360 and The Trade Desk to expand DRAX

Mark your calendar for Mediaweek, October 29-30 in New York City. We’ll unpack the biggest shifts shaping the future of media—from tv to retail media to tech—and how marketers can prep to stay ahead. Register with early-bird rates before sale ends!

Right after rolling out Taylor Swift: The Eras Tour on Disney+, Disney is starting a new, addressable advertising era of its own.

Top line

Today, Disney announced that it’s creating a simpler, more effective way for advertisers to access its streaming inventory, partnering with buying platforms Google’s Display & Video 360 and The Trade Desk to expand its programmatic tool, Disney Real-Time Ad Exchange (DRAX).

With the expansion, DRAX Direct, Disney looks to deliver a new level of automation to marketers, unifying access to streaming inventory across Hulu and Disney+ for companies of any size.

Between the lines

According to the company, the launch of DRAX Direct helps Disney unlock incremental demand by building a direct path to the buy side, resulting in a better overall experience for brands.




Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in