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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.
“Disney’s
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