Google recently announced an integration with Disney’s Real-time Ad Exchange (DRAX), which will enable Display and Video 360 advertisers to expand their campaigns to appear on Disney properties.
In the words of Google –
“By tapping into Disney’s high-quality inventory and audience at scale, which complements the existing audiences available through Display & Video 360’s CTV inventory, advertisers can maximize their reach and impact across Hulu, Disney+ and YouTube among others. With more actionable bid requests from Disney, the DRAX integration also enables enhanced frequency controls and unified reporting across advertisers’ entire streaming buy. This allows them to use streaming dollars more effectively.”
The partnership will also include expanded measurement solutions, as well as the capacity to secure instant deals for Disney’s inventory, “quickly creating reservations using Disney’s contextual and audience segments”.
In the words of Disney –
What opportunities does Google teaming with Disney present for advertisers?
Maximize reach and ROI with Disney, YouTube and more
By tapping into Disney’s high-quality inventory and audience at scale, which complements the existing audiences available through Display & Video 360’s CTV inventory, advertisers can maximize their reach and impact across Hulu, Disney+ and YouTube among others.
With more actionable bid requests from Disney, the DRAX integration also enables enhanced frequency controls and unified reporting across advertisers’ entire streaming buy. This allows them to use streaming dollars more effectively.
Reach the ideal audience with Disney-powered insights
This deepened connection with Disney creates more ways to connect with high-value audiences, while delivering greater effectiveness for brands. Soon after the DRAX integration, advertisers will be able to activate and measure audiences, validated by first-party data, using PAIR with Disney’s Audience Graph as the source. This will allow advertisers to connect with their most engaged audiences across Disney’s portfolio, in a privacy-focused way.
Execute campaigns quickly, saving time and resources
This update also brings new opportunities for efficient campaign execution. For example, advertisers will soon be able to secure instant deals for Disney’s inventory, quickly creating reservations using Disney’s contextual and audience segments. Disney is also enhancing its presence in Display & Video 360’s Marketplace for frictionless CTV inventory access.
We’re thrilled to further develop our relationship with Disney. Together, we’ll be able to bring even greater value and opportunities to advertisers. Reach out to your Display & Video 360 account team today to get started.
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