Disney Simplifies Streaming Inventory Access for Advertisers

The Disney Real-Time Advertising Exchange (DRAX) made quite the splash this week when they PR'd DRAX Direct (direct to DSP integrations) with DV360 and The Trade Desk.

Industry commentary focused on the disintermediation of SSPs, which is unlikely, what is interesting is that in 2024 the largest media owners in the world are more leaned in than ever into programmatic & the largest have scaled do the point where doing the heavy lifting of connecting demand with supply via programmatic tech as opposed to only offering a direct to ad-server sales offering makes sense for them.

We often get asked whether we’ll be able to continue sourcing attentive ads that power our products, via programmatic, announcements like this validate our own thesis that we can.

Final thought on this release - don’t be misled by thinking that highly attentive and quality inventory exists only outside of programmatic, by applying a smart approach you can get it programmatically, and Impact Media can underwrite that for you. Contact us to find out more.

That’s it for this week. Remember to subscribe by using the button below so you get notified when the latest newsletter gets released.