{"id":613560,"date":"2024-03-20T18:20:26","date_gmt":"2024-03-20T15:20:26","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/disney-announces-google-partnership-as-it-expands-ad-platform\/"},"modified":"2024-03-20T18:20:26","modified_gmt":"2024-03-20T15:20:26","slug":"disney-announces-google-partnership-as-it-expands-ad-platform","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/disney-announces-google-partnership-as-it-expands-ad-platform\/","title":{"rendered":"#Disney announces Google partnership as it expands ad platform"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a264b1b2d589\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a264b1b2d589\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/disney-announces-google-partnership-as-it-expands-ad-platform\/#Marketers_using_Googles_Display_Video_360_and_The_Trade_Desk_can_now_access_ad_inventory_on_Hulu_and_Disney_Plus_through_DRAX\" >Marketers using Google\u2019s Display &amp; Video 360 and The Trade Desk can now access  ad inventory on Hulu and Disney Plus through DRAX.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Marketers_using_Googles_Display_Video_360_and_The_Trade_Desk_can_now_access_ad_inventory_on_Hulu_and_Disney_Plus_through_DRAX\"><\/span>Marketers using Google\u2019s Display &amp; Video 360 and The Trade Desk can now access  ad inventory on Hulu and Disney Plus through DRAX.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nDisney Advertising is teaming up with Google and The Trade Desk to expand its Disney Real-Time Ad Exchange (DRAX). <\/p>\n<p>The partnerships mean that users of Google\u2019s Display &amp; Video 360 and The Trade Desk can directly access streaming inventory on both Hulu and Disney Plus through DRAX.<\/p>\n<p><strong>Why we care. <\/strong>A wider range of marketers, national, regional and local, will now have easier access to ad inventory across Hulu and Disney Plus.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>Why now? As businesses move their advertising budgets away from traditional TV to digital video platforms, TV networks are feeling the impact. However, streaming services like Disney Plus and Hulu are gaining traction among advertisers because of their large and engaged viewership. These platforms also provide advanced targeting, interactive features, and real-time analytics, making them competitive choices for marketers aiming to reach their target audiences efficiently.<\/p>\n<p><strong>What Disney is saying. <\/strong>Jamie Power, senior VP, addressable sales at Disney Advertising, said in a statement:<\/p>\n<ul>\n<li>\u201cDisney\u2019s goal is to empower advertisers to transact with the freedom and flexibility that best suits their business needs.\u201d<\/li>\n<li>\u201cOwning our own <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> stack allows us to build a direct path between our premium inventory and the leading \u00a0<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a> buying platforms in the industry, simplifying the way ads are bought and sold on Disney, while delivering greater effectiveness for our clients.\u201d<\/li>\n<\/ul>\n<p><strong>What Google is saying<\/strong>. Stephen Yap, managing director Americas for Google Marketing Platform, said:<\/p>\n<ul>\n<li>\u201cFor over a decade, Google and Disney have collaborated on industry-leading ad innovations that drive results for customers.\u201d<\/li>\n<li>\u201cWe are excited to expand on this \u00a0relationship to bring Display &amp; Video 360 demand to DRAX, providing our advertisers with a new way to directly purchase Disney\u2019s high-quality CTV inventory and reach their audience with privacy-forward solutions.\u201d<\/li>\n<\/ul>\n<p><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><strong>What is DRAX?<\/strong> Disney launched DRAX \u2013 which gets it names from a character the Guardians of the Galaxy movie franchise \u2013 in March 2021 as part of its advertising technology platform. DRAX, which is an automated ad platform, consolidates advertisers\u2019 video demand to ensure that both direct-sold and programmatic deals compete fairly for Disney ad\u00a0impressions.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Nicola Agius\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/nicola_agius\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/nicola_agius\" alt=\"Nicola Agius\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Nicola Agius<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=nicola_agius&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/nicola-agius-8b330956\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid media, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company&#8217;s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.                   <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/disney-google-trade-desk-drax-438562\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketers using Google\u2019s Display &amp; Video 360 and The Trade Desk can now access ad inventory on Hulu and Disney Plus through DRAX. Disney Advertising is teaming up with Google and The Trade Desk to expand its Disney Real-Time Ad Exchange (DRAX). The partnerships mean that users of Google\u2019s Display &amp; Video 360 and The&#8230;<\/p>\n","protected":false},"author":1,"featured_media":613561,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Disney-Plus.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[26293,142591,147878,107942],"class_list":["post-613560","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google","tag-google-ads","tag-paid-social","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/613560","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=613560"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/613560\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/613561"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=613560"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=613560"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=613560"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}