Disney announces Google partnership as it expands ad platform

Disney Advertising is teaming up with Google and The Trade Desk to expand its Disney Real-Time Ad Exchange (DRAX). A wider range of marketers, national, regional and local, will now have easier access to ad inventory across Hulu and Disney Plus. As businesses move their advertising budgets away from traditional TV to digital video platforms, TV networks are feeling the impact. Disney launched DRAX – which gets it names from a character the Guardians of the Galaxy movie franchise – in March 2021 as part of its advertising technology platform. DRAX, which is an automated ad platform, consolidates advertisers’ video demand to ensure that both direct-sold and programmatic deals compete fairly for Disney ad impressions.