Disney Advertising said it has expanded its Disney Real-Time Ad Exchange (known as DRAX) by letting users of Google’s Display & Video 360 and The Trade Desk directly access streaming inventory across Hulu and Disney Plus.
DRAX Direct enables greater control and flexibility for advertisers by bringing Disney’s ad tech stack together with two of the largest buy-side technology platforms in the industry, setting the stage for a simpler, streamlined approach to addressable buying across Disney’s streaming portfolio, the company said.
