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From Mouse House to Powerhouse: Disney’s DRAX Direct Takes Over

Disney Advertising’s latest move isn’t just a step forward; it’s a full-on power walk into the future of ad tech, leaving competitors in the dust with something they’re calling DRAX Direct. Think of it as Disney throwing open the doors to its treasure trove of streaming goodies, inviting the big tech boys—Google’s Display & Video 360 and The Trade Desk—into the fold for a digital block party that promises to be both lucrative and groundbreaking.

Jamie Power, Disney Advertising’s senior VP of addressable sales, isn’t mincing words. She’s talking about delivering a whopping 50% of Disney’s advertising in an addressable and automated fashion. It’s a bold claim, one that paints a picture of a Disney not just as an entertainment giant, but as a tech-savvy behemoth that knows its way around the ad tech playground.

The narrative here is clear: Disney’s not just playing in the digital ad space; they’re aiming to redefine it. By weaving their own tech stack into the fabric of Google and The Trade Desk’s platforms, they’re crafting a direct pipeline to their premium inventory. This isn’t just about making ad buying simpler; it’s about making it smarter, with a side of Disney magic.

Now, Google and Disney strutting their stuff isn’t new. They’ve been at this dance for over a decade, pioneering ad innovations that, frankly, make most other attempts look like child’s play. Google’s Stephen Yap is practically giddy about taking this partnership to the next level, promising a new era of privacy-forward solutions that still hit the mark when it comes to audience reach.

But wait, there’s more. The Trade Desk is also getting in on this action, thanks to their OpenPath technology. This isn’t just another handshake deal; it’s a significant step towards more transparent, precise, and value-driven advertising. Will Doherty from The Trade Desk sounds like he’s ready to conquer the world—or at least the digital ad space—with this Disney collaboration, talking up innovation and transparency like they’re going out of style.

So what’s in a name? DRAX—yes, named after that Drax from Guardians of the Galaxy—isn’t just a cool moniker. Launched in 2021, it’s Disney’s way of telling the ad world they’re serious about leveling the playing field between direct-sold and programmatic deals. And with these latest partnerships, Disney, Google, and The Trade Desk are essentially forming a digital advertising Voltron, ready to take on the universe with a more accessible, efficient, and effective approach to streaming ad sales.

Disney’s playing the long game here, looking to entice a broader spectrum of advertisers—from the national heavyweights to the local heroes—into its streaming realms of Hulu and Disney+. And if the enthusiasm of Jamie Power and her cohorts is anything to go by, they’re not just changing the game; they’re setting up to dominate it, bringing a mix of flexibility, innovation, and sheer entertainment firepower to the digital advertising table.

Pesach Lattin
Pesach Lattin
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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