Starting in April, Display & Video 360 will become one of the initial demand-side platforms (DSPs) to connect with DRAX, paving the way to simplify premium inventory for marketers in the industry. This integration will allow advertisers to reconnect with their audiences on Disney’s inventory by using Publisher Advertiser Identity Reconciliation (PAIR) alongside Disney’s Audience Graph. Let’s explore the various opportunities this collaboration presents for advertisers:
Enhancing Reach and ROI with Disney, YouTube, and More
By leveraging Disney’s top-notch inventory and large audience base in combination with the current audiences accessible through Display & Video 360’s CTV inventory, advertisers can optimize their reach and impact across platforms such as Hulu, Disney+, and YouTube, among others.
Through the increased bid requests from Disney facilitated by the DRAX integration, advertisers can also benefit from improved frequency controls and consistent reporting throughout their entire streaming ad purchase. This empowers them to make more effective use of their streaming budget.
Targeting the Ideal Audience with Disney-powered Insights
This strengthened partnership with Disney offers more avenues to engage with high-value audiences, leading to increased brand effectiveness. Following the DRAX integration, advertisers will soon be able to activate and evaluate audiences, verified by first-party data, utilizing PAIR with Disney’s Audience Graph as the foundation. This will enable advertisers to engage with their most involved audiences across Disney’s content lineup, prioritizing privacy.
Efficient Campaign Execution, Saving Time and Resources
This update introduces fresh opportunities for streamlined campaign execution. For instance, advertisers will soon gain access to instant deals for Disney’s inventory, swiftly establishing reservations using Disney’s contextual and audience segments. Disney is also strengthening its presence in Display & Video 360’s Marketplace for seamless CTV inventory access.
We are excited to further cultivate our partnership with Disney. Together, we will deliver even more value and opportunities to advertisers. Reach out to your Display & Video 360 account team today to begin.
