Disney Real-Time Ad Exchange (DRAX)

Disney's proprietary SSP and real-time auction engine, uniquely positioned as a publisher-owned ad exchange controlling premium streaming inventory at scale across Hulu and Disney+

Disney Real-Time Ad Exchange (DRAX) is Disney's in-house supply-side platform and auction engine, launched in March 2021 following its announcement at the first Disney Tech Showcase on February 23, 2021. Built to give Disney full control over its premium streaming inventory, DRAX hosts internal auctions that automate competition between direct-sold and programmatic demand across all of Disney's programmatic endpoints — including Hulu and Disney+. Since launch, it has driven a 70% increase in Disney's biddable transactions and now powers more than 8,000 video ad campaigns simultaneously. DRAX operates with Magnite as its primary sell-side partner, aggregating demand from approximately 30 DSPs into a unified auction environment. This architecture allows Disney to maximize yield across its first-party audience data and premium content while maintaining brand-safe, controlled deal structures. The platform represents Disney's strategic push to own and operate its own advertising infrastructure rather than rely on third-party SSPs. In March 2024, Disney expanded DRAX with the launch of DRAX Direct, a direct-pipe integration offering that connects The Trade Desk (TTD) and Google DV360 directly to Disney's unified inventory pool spanning Hulu and Disney+. DRAX Direct reduces auction latency, improves match rates, and gives top-tier DSP partners privileged access to Disney's premium CTV and streaming supply — cementing DRAX as one of the most sophisticated publisher-owned ad tech stacks in the streaming era.