Dr. Kushal Sanghvi’s Post

In 2021, the House of Mouse (The Walt Disney Company) stated its ambition to generate more than 50% of its #adrevenue through #programmatic sales by the close of 2024 with the debut of the Disney Real-Time Ad Exchange (#DRAX). The entertainment giant is on course to exceed its earlier-stated goal and now hopes to generate 75% of ad revenues through programmatic; a key tactic in this strategy is the launch of DRAX Direct, an initiative that will see it integrate directly with demand-side platforms. Google’s DV 360 and The Trade Desk are DRAX Direct’s launch partners, a development the entertainment giant is characterizing as a “landmark agreement.” This development will unify access to streaming inventory across Hulu and Disney+ for #advertisers of all sizes and represents a notable footnote in the annals of supply path optimization. #dsp In this piece by Ronan Shields, we speak to Rita Ferro of Disney Advertising, Tim Sims, Sean Downey, and Lauren Fisher of Advertiser Perceptions.

Remember when advertising was a tangled web of complexity? 🕸️ More ad partners are joining the battle against tedious traditional ad buying. The Walt Disney Company recently announced DRAX Direct, an expansion of its Disney Real-Time Ad Exchange (DRAX) programmatic ad platform. The expansion includes custom integration with both The Trade Desk and Google's DV360. This means more streamlined access to premium inventory across Disney's platforms, and unprecedented precision and efficiency in audience match. With the rise of CTV advertising, this move proves more important than ever. 💡 #Advertising #Streaming #CTVads #DRAXDirect #Disney

Disney+ Hotstar announces Google partnership as it expands #ad platform Marketers using Google’s Display & 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’s Display & Video 360 and The Trade Desk can directly access streaming inventory on both Hulu and Disney Plus through DRAX. Why we care. A wider range of marketers, national, regional and local, will now have easier access to ad inventory across Hulu and Disney Plus. Read more https://lnkd.in/gN2jZpWg

Disney is revolutionizing its advertising strategy with the launch of DRAX Direct or ‘Drax the Destroyer’ some might say! (Yes, that was a nod to the Disney film 'Guardians of the Galaxy' and yes, I’m going to Disney World next week so I have been watching loads of Disney films in preparation. For my kids obviously...) Anyway, this is a groundbreaking initiative set to redefine programmatic sales. With a target to surpass 75% of ad revenues through programmatic channels, Disney's partnership with Google’s DV 360 and The Trade Desk marks a monumental shift in the industry. DRAX Direct (AKA The Destroyer) promises streamlined access to Hulu and Disney+ inventory, offering advertisers unprecedented opportunities for real-time buying. https://lnkd.in/eH5cNpEw #adtech #programmatic #advertising #recruitment #disney

Peter Adams of Marketing Dive: Disney deepens CTV strategy with new shoppable formats, ‘advergaming.' Disney is trying to level up its connected TV (CTV) strategy with new ad formats that integrate games and shoppable features. The gamified offerings, or “advergaming” formats, are coming exclusively to Hulu and ESPN as part of a partnership with BrightLine. A trivia game and beat-the-clock challenge are available at launch, with Topgolf acting as charter advertiser of the latter. Disney also worked with artificial intelligence firm Kerv on three formats, called Sync, L-Bar and Impulse, that use a mix of QR codes, graphics and product carousels to drive transactions via CTV. Target and Nespresso tested Impulse for campaigns running earlier in the spring. https://buff.ly/3VkiDQW via @marketingdive

Quick recap of last week news about DV360 & TTD with Disney: - Disney's programmatic goal: They aim to generate over 75% of their ad revenue programmatically by the end of 2024. - Disney's tool: Disney Real-Time Ad Exchange (DRAX). This exchange facilitates programmatic ad sales. - What's new? DRAX Direct: This is a new feature that directly connects DRAX with the biggest DSPs (Demand-Side Platforms) in the industry. - Why is this important? This allows advertisers to buy Disney ad inventory more easily and efficiently through familiar platforms. - Not abandoning all partners: While Disney prioritizes direct connections, they still see a role for traditional SSPs (Supply-Side Platforms) that aggregate demand from smaller DSPs. In simpler terms, Disney is making it easier for advertisers to buy ads on their platforms through an automated system, hoping to significantly increase their programmatic ad revenue. #mediabuying #mediaplanning #DSP

Today, we announced a partnership with Walmart Connect. Our goal? Streamline the process by enabling advertisers to plan, purchase, and evaluate campaigns against data sets crucial for their business growth through programmatic activation. Brands have the opportunity to engage with Walmart's shopper segments through Disney's premium content, creating a powerful synergy for advertisers. Dive deeper into how this can transform your advertising strategies and drive business outcomes in the latest from AdExchanger and Adweek #RetailMedia #Advertising #Streaming #DataInsights #Innovation https://lnkd.in/gDdPg98M https://lnkd.in/gGbV7fm6

Viewership is soaring, advertising opportunities are expanding, and new ad technology is making it easier than ever to turn viewers into buyers. This year, we've witnessed a wave of innovation sweeping across the CTV landscape.   Dive into our latest blog to explore the four key trends shaping CTV in 2024: https://lnkd.in/esV4uKbK

Exciting times in the world of Connected TV! As brands pivot ad spend to streaming platforms, the fusion of branding and performance marketing—dubbed "Brandformance"—is taking centre stage. With platforms like Amazon Prime Video and Netflix leading the charge, CTV offers unprecedented tracking and targeting capabilities. But, the fragmented landscape poses challenges. At Epsilon, we're all about turning these challenges into opportunities. Our identity helps brands navigate this complexity, ensuring their messages reach genuine audiences while protecting privacy. The ability to integrate first-party data—right in consumers' living rooms—is sparking excitement across the retail media landscape. Let's embrace the future of advertising and make every £ count! https://lnkd.in/eSSq-Fke #CTV #Brandformance #EpsilonInsights

For years, the industry has placed bets on where to bucket CTV in the channel mix. CTV plays such an important role in driving downstream, high-value, actions. However, the only way to derive that value is to integrate CTV as a digital-first strategy activated in the same data language as other digital channels vs. using it as a pure linear extension. Disney called this bet today - welcome to OpenPath!