As businesses shift their advertising dollars from traditional television to digital video platforms, TV networks are feeling the effects.

Streaming services, such as Disney Plus and Hulu, are gaining popularity with marketers due to their big and engaged viewership. These platforms also offer advanced targeting, interactive capabilities, and real-time analytics, making them viable options for marketers looking to reach their target consumers more efficiently.

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What Disney is saying. Jamie Power, senior vice president of 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, stated:

“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.”
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READ MORE: Disney Offers Direct Programmatic Inventory Via Google And The Trade Desk

What is DRAX? As part of their advertising technology platform, Disney unveiled DRAX in March 2021, named after a character from the Guardians of the Galaxy film franchise. DRAX, an automated ad platform, aggregates advertisers’ video demand to guarantee that direct-sold and programmatic partnerships compete fairly for Disney ad impressions.