Disney made a splash at their recent Tech & Data showcase in early March by detailing a plan to lean into data, measurement, privacy and programmatic in the future. This was all on the backdrop of an ad-supported option for Disney+ which was previously only available with a premium ad-less subscription. To add to this Disney is looking at a wide range of replacements for data metrics employing almost 100 vendors in the post-Nielsen environment. Additionally, Disney will lean on their Real-Time Ad Exchange subsidiary DRAX for robust targeting scenarios for advertisers. DRAX has been successful by increasing biddable transactions by 70% since its creation. Disney Select will be available in the biddable marketplace, and it will empower first party data to scale programmatically.
