Disney Expands Streaming Ad Capabilities with Google and The Trade Desk Partnerships

The new partnerships aim to streamline ad buying on Disney+ and Hulu, offering advertisers more control and flexibility.

Disney introduces DRAX Direct, enhancing its Real-Time Ad Exchange to simplify streaming ad purchases.
The partnerships with Google and The Trade Desk aim to unify access to streaming inventory across Hulu and Disney+.
DRAX Direct's launch reflects Disney's goal to generate 75% of ad revenues through programmatic sales by the end of 2024.
The initiative is expected to improve audience match rates and address privacy concerns through direct integrations.
More than 40% of Disney's 2023 and 2024 upfront dollars were committed to streaming and digital, highlighting the growing emphasis on digital advertising.