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 a proprietary programmatic advertising platform launched by The Walt Disney Company in March 2021, designed to automate ad sales and democratize access to Disney's premium video inventory.^1,2 By centralizing advertiser video demand, DRAX creates parity between direct-sold and programmatic deals, allowing both to compete on an equal footing.¹ The platform brings Disney's proprietary technology stack together with major buy-side platforms, unifying access to streaming inventory across Hulu and Disney+ for advertisers of all sizes in the connected TV space.^1,3 DRAX integrates with leading demand-side platforms — including Google's Display & Video 360 and The Trade Desk via its OpenPath technology — as well as certified partners such as Yahoo DSP and Magnite, enabling direct and automated pathways for media buyers.^1,4 The platform supports live content from Hulu and Disney+, including ESPN and ABC News, and enables dynamic ad insertion for live events, driving personalized ad experiences at scale across live sports and entertainment programming.⁴ Originally targeting 50% programmatic ad revenue, Disney has exceeded that goal and now aims to automate 75% of its advertising business by 2027 through continued expansion of DRAX.^3,5 Source 1: disneyadvertising.com — Disney Simplifies Streaming Inventory Access for Advertisers Source 2: marketingdive.com — Disney unveils programmatic platform at first ad-tech ... Source 3: digiday.com — Disney is rolling out DRAX Direct, a direct integration with ... Source 4: thewaltdisneycompany.com — Driving Advertising Impact and Velocity with Biddable ... Source 5: thecurrent.com — Disney streamlines access for advertisers, aiming to automate ...