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The collaboration involves DIS integrating its Hulu and Disney+ advertising inventory directly with The Trade Desk and Google’s DV360 through the launch of DRAX Direct.
Jefferies said the new partnership will allow direct access to DIS CTV, meaning supply should drive more ad budget into programmatic CTV.
“Additionally, DIS’s commitment to generating 75% of its ad rev through programmatic by 2027 (vs. 50% by ’24) is a sign that the industry is maturing faster than we’d expected,” added the firm.
They also stated that they view ongoing concerns over Amazon (NASDAQ:AMZN) Prime Video’s ad-supported launch as overdone, given TTD’s exposure to non-AMZN advertisers.
