Disney Is Teaming Up with Google and Trade Desk To Make Advertising on Hulu and Disney+ Easier
The Walt Disney Company is teaming up with Google and The Trade Deck to expand its advertising base for Disney+ and Hulu.
Disney has signed a new deal with Google’s Display & Video 360 and The Trade Deck, which will help make its streaming ad inventory more accessible to marketers on the local, regional, and national levels.
“Disney’s goal is to empower advertisers to transact with the freedom and flexibility that best suits their business needs,” said Jamie Power, senior vice president of addressable sales at Disney Advertising.
“Owning our own technology stack allows us to build a direct path between our premium inventory and the leading media buying platforms in the industry, simplifying the way ads are bought and sold on Disney, while delivering greater effectiveness for our clients.”
Disney Continues to Invest in Advertising Technology
The new pair of deals is just the latest example of Dinsey’s deepening investment in advertising technology.
“Disney connects our clients to world-class entertainment, sports and programming with proven engagement that cannot be found anywhere else,” said Rita Ferro, President, Global Advertising, The Walt Disney Company.
“Our industry-leading technology and data capabilities, paired with our global scale and reach, allows us to deliver intentional, and impactful experiences to consumers, while driving performance and effectiveness for brands. Who else can say that?”
In 2021, the company unveiled Disney’s Real-Time Ad Exchange (DRAX), which was meant to make the purchasing of advertising slots across the company’s platforms easier. Then, earlier this year, they announced Disney’s Magic Words, the company’s first-to-market contextual advertising format using advanced data.
The new technology allows Disney to analyze scenes from across their library to capture a mood or moment. They can then help advertisers tailor their messaging around that emotion.
Today’s deals with Trade Desk and Google will, according to Disney, create “a simpler, streamlined approach to addressable buying across Disney’s streaming portfolio, including Hulu and Disney+.”
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