In 2021, the House of Mouse stated its ambition to generate more than 50% of its revenue through programmatic sales by the close of 2024 with the debut of the Disney Real-Time Ad Exchange (DRAX). <\/p>\n
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. <\/p>\n
Google\u2019s DV 360 and The Trade Desk are DRAX Direct\u2019s launch partners, a development the entertainment giant is characterizing as a \u201clandmark agreement.\u201d 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.<\/p>\n
Continue reading this article on digiday.com<\/a>. Sign up for Digiday newsletters<\/a> to get the latest on media, marketing and the future of TV.<\/em><\/p>","protected":false},"excerpt":{"rendered":" In 2021, the House of Mouse stated its ambition to generate more than 50% of its revenue 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 […]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-5132","post","type-post","status-publish","format-standard","hentry","category-media-entertainment"],"_links":{"self":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/posts\/5132","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/comments?post=5132"}],"version-history":[{"count":0,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/posts\/5132\/revisions"}],"wp:attachment":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/media?parent=5132"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/categories?post=5132"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/tags?post=5132"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}