Google Marketing Platform’s Post

Takeaways: 1. Disney aims to generate more than 50% of its ad revenue through programmatic sales by 2024. 2. The launch of Disney Real-Time Ad Exchange (DRAX) and DRAX Direct are key initiatives in this strategy. 3. DRAX Direct partners with Google's DV 360 and The Trade Desk, providing unified access to streaming inventory across Hulu and Disney+. 4. Disney still sees a role for supply-side platforms in its programmatic strategy, particularly for aggregating demand from smaller DSPs. Disney is seemingly going all in with in its programmatic advertising strategy, with the goal of generating a majority of its ad revenue through programmatic sales. The launch of the Disney Real-Time Ad Exchange (DRAX) and the integration with demand-side platforms through DRAX Direct are key components of this strategy. Google's DV 360 and 💙The Trade Desk 💙 have become launch partners for DRAX Direct, enabling advertisers of all sizes to access streaming inventory across Hulu and Disney+. #disney #drax #hulu #disney+ #Dv360 #TTD (PS: Miss working with you Bryce Poll ☺️)

"The push for programmatic buying is meant to accommodate that flexibility within advertisers' upfront commitments, allowing them to plan, buy and measure inventory in real time. Monaco also said that half of transactions through Disney's self-service platform are from agencies, demonstrating the demand for efficiency from marketers. Disney has been building out its capabilities in recent years through its partnership with the Trade Desk, as well as data companies including Experian and LiveRamp. Valentino also said the adoption of Disney's clean room, which allows clients to match audience data in a privacy-safe setting, has doubled since the beginning of the year. Over 100 brands and partners are utilizing the technology for addressable activation and measurement." Seems like some big moves are to come. What are your thoughts? #digitalamarketing #digitaladvertising #dsp #programmaticadvertising #programmaticadvertising

Mouse Call The Walt Disney Company announced their 3Q (4Q for them) earnings last night. And there are some big takeaways - especially when you add context from the rest of traditional big Media. DISNEY: Total Revenue: +5% Linear TV Revenue: -9% D2C Revenue: +12% Parks Revenue: +13% Operating Income: +6% D2C OpInc: -$420 million Takeaways: Once again, Disney proves that diversified revenue streams make for better outcomes. Disney Parks, Experiences and Products generated nearly all of their revenue and operating income increases. There is no way Iger is selling ESPN. Operating income growth across linear TV was 0%, while Sports OpInc grew +13%. Most importantly, as I have been predicting all year, while the ad market IS broadly bouncing back (see results from Meta, YouTube, Roku Inc., Snap Inc., Pinterest, Amazon) it is NOT benefitting traditional Media AT ALL. Because gravity sucks. Paramount, Warner Bros. Discovery and now Disney all reported shitty ad results, and predicted more bad news to come. MAGNA Global recently adjusted all their ad spending forecasts up - for 2H 2023 and all of 2024 - but exclusively for digital Media only. 👇 Traditional Media spending will continue be down this year and next. When you consider how shitty ad spending was 2H 2022 and 1H 2023, down YoY isn't just bad, it's bad to the bone. Disney Streaming was able to cut its losses by 2/3 YoY. Iger will benefit today from a Strike-End Bounce. And Parks once again came to rescue Mickey's bottom line. But... Like the rest of their traditional peers, if Disney doesn't figure out how to play bigger and better in the digital Media ad wars, against Google, Meta and Amazon (who control 59% of all US ad spend), there won't be much Magic left in that Mountain. Monday at 1p ET/10a PT, I'll be doing a free, online session for Streaming Media Magazine, where I will go through ALL the Big Media earnings from this #earningsseason. Deets here: https://lnkd.in/eKrFuNkW Hope to see you there!