From Middlemen to Mickey: Disney's Programmatic Power Play
Dive into the digital depths where Disney, the behemoth of entertainment, is not just making waves but creating a veritable tsunami with its announcement of DRAX Direct. This isn't your garden-variety ad tech update; it's Disney grabbing the ad sales wheel, foot slammed on the accelerator, speeding into automation with the finesse of a Formula 1 driver.
Jamie Power of
Disney Advertising throws down the gauntlet with, “Direct paths can give advertisers more transparency into a publisher’s available inventory and audiences compared to what buyers get from supply-side platforms.” This isn't merely a statement; it's a declaration of war on the status quo. Imagine Disney as the cool new magician in town, pulling back the curtain to reveal not just a rabbit, but a whole menagerie of ad inventory previously shrouded in mystery. It’s like suddenly finding a secret
door in your favorite bookstore that leads to a hidden room filled with rare first editions. Enter Adam Heimlich, the sage of the ad tech realm, casting a spotlight on the shadowy corners of Google’s practices with, “I guess if you want to report on this product launch without mentioning (1) Google's well-documented refusal to offer publishers unified, transparent auctions of their own inventory, or (2) the fact that Google denies advertisers meaningful control or
transparency on YouTube, that's a choice.” Here’s Adam, not just calling out the elephant in the room but asking why it’s wearing Google’s logo and pretending to be a friendly mouse. He’s like that one friend who, during a magic show, loudly wonders how the tricks are done, much to the magician's chagrin. Shelley Stone steps up, the voice of tomorrow, with a vision so clear it might as well be in 8K resolution, “Disney aims to generate more than 50% of its ad
revenue through programmatic sales by 2024.” Stone isn’t merely forecasting; she’s scripting Disney’s epic saga in the annals of ad tech history. Her statement paints a picture of Disney as the pioneering settler on the programmatic frontier, claiming territory with the gusto of a gold rush miner. Glenn White, the Cassandra of ad tech, has been prophesying this shift for a decade, with a casual, “Been saying this for a decade.” It’s not just an “I told you so”
moment; it’s a declaration from someone who saw the writing on the digital wall while everyone else was still marveling at the paint. Glenn isn't just ahead of the curve; he's practically the architect of the racetrack, watching as everyone else finally catches up to his starting line. But let's not stop there. The implications of Disney’s DRAX Direct are more layered than a seven-tier wedding cake at a royal nuptials. First off, by bypassing traditional ad
exchanges and SSPs, Disney isn’t just cutting out the middleman; they’re rewriting the playbook on how ad inventory is bought and sold, carving direct tunnels in what was once a labyrinthine system. Imagine a world where buying ad space on Disney+ or Hulu is as direct as ordering your favorite latte through a mobile app—customized, efficient, and with no barista (or ad tech intermediary) misspelling your name. This move by Disney is like setting up a private VIP
lounge in the ad marketplace, where the drinks are premium, the views are panoramic, and the company is exactly who you want to see. It’s not just about streamlining; it’s about elevating the entire experience, both for advertisers and for Disney itself. And let's muse on the ripple effects. By sidestepping the traditional ad buying process, Disney is effectively tossing a hand grenade into the cozy world of ad exchanges and SSPs. It’s not just about saving a few
pennies here and there; it’s about reallocating significant portions of advertising budgets directly into content creators’ pockets, effectively starved by the previous, fee-laden processes. This is Disney not just changing the game but inviting everyone to play on a whole new board. Furthermore, the boost in transparency and control for advertisers is akin to handing them a high-definition map in what was once a foggy landscape. The higher audience match rates and
insight into available inventory and audiences mean that advertisers are no longer shooting arrows in the dark but have a laser-guided missile system at their disposal, courtesy of Disney’s forward-thinking strategy.
So, as we sit back, munching on our gourmet popcorn, let's put things into perspective. Disney's DRAX Direct might not be the kind of headline that elbows its way onto the front page, elbowing aside political scandals or celebrity gossip. It's not
exactly the moon landing of the ad world. But in the grand theater of digital advertising, where the plots twist more than a soap opera, this is the dramatic reveal, the unexpected twist that has everyone gasping. In the realm of ad sales and programmatic buying, it’s akin to discovering a secret passage behind the bookshelf. Sure, it might not make the six o'clock news, but within the hallowed halls of ad tech, it's as if Disney just moonwalked across the stage, grabbed the microphone, and
announced a whole new rhythm. It's not the flashiest act in town, but mark my words, it's going to have everyone changing their dance steps.
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THREE STORIES THAT YOU NEED TO KNOW in a format  that isn't TL:DR summarized  for the busy executive
Ah, the plot thickens in the tech drama, as the U.S. Department of Justice and a cohort of states decide to tango with Apple, slapping it with a lawsuit that reads like a tragic tale of monopoly power. Merrick Garland steps onto the stage, accusing Apple of playing the tech ecosystem's overlord, with practices that allegedly keep both consumers and developers locked in a velvet prison of its making.
The 88-page script details a saga where Apple, in a quest to protect its treasure trove of profits, apparently turns its back on innovation, opting instead to hobble the competition by any means necessary. Picture this: messaging apps gasping for air in the background, smartwatches neutered, and a digital wallet holding iPhone users hostage. Apple, of course, stands its ground, wielding the banner of defending its identity and the unique principles of its products. Meanwhile, the tech giant
finds itself in familiar territory, batting off antitrust accusations like it's going out of style, with a past victory against Epic Games in its back pocket. Yet, this latest legal challenge promises a showdown that could redefine the boundaries of tech dominance, questioning whether the government will get a say in how Silicon Valley designs the future.
In a tech-savvy twist on traditional TV, NBCUniversal is shaking up the scene with its latest tech showcase, One24,
fervently declaring, "Watch out, digital; TV's got a new set of tricks!" With an eye on revolutionizing how TV ads play in the digital age, NBCU isn't just stepping into the ring; it's aiming to redefine it. From targeted ads that could give Google a run for its money to an ad measurement system that might just be the envy of Facebook, NBCU is all about making TV ads as agile and accountable as their digital cousins. Imagine ads that learn and adapt faster than a chameleon in a disco, and you've
got the gist. Plus, with the Olympics as their stage, they're not just going for gold in sports but in streaming and commerce too. NBCU's message is clear: The future of TV advertising is here, and it's looking surprisingly... smart.
In a move that's sending shockwaves through the ad world, Collective Audience, Inc. and Reset Digital are joining forces, setting the stage for what can only be described as the Avengers assembling in the ad tech universe. With Collective
Audience’s Peter Bordes and Reset Digital’s Charles Cantu at the helm, this partnership is not just about pooling resources; it's about redefining how brands connect with audiences on a level that's not just smart, but genius. Imagine advertising that doesn’t just see consumers as clicks and impressions, but understands them, tapping into the emotional AI to create connections that aren’t just seen, but felt. This isn't your garden-variety ad tech collaboration; it’s a leap into the future of
advertising where bias takes a backseat, and genuine, meaningful connections lead the way. With technology that sounds like it’s straight out of a sci-fi novel, this partnership is all set to turn heads, open wallets, and maybe, just maybe, make the digital advertising space a little more human.
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From Mouse to Powerhouse
Disney Advertising’s latest move isn’t just a step forward; it’s a full-on power walk into the future of ad tech, leaving competitors in the dust with something they’re calling DRAX Direct. Think of it as Disney throwing open the
doors to its treasure trove of streaming goodies, inviting the big tech boys—Google’s Display & Video 360 and The Trade Desk—into the fold for a digital block party that promises to be both lucrative and groundbreaking. READ MORE
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hosted by none other than Pesach Lattin, Stein dives deep into the mechanics and ethos driving Audigent, a company that’s much more than its parts suggest. Here’s a revelatory look into the conversation, where Stein’s words serve as both a blueprint and a manifesto for the future of advertising. READ THE FULL ARTICLE
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In the crazy world of Connected TV (CTV) advertising, the latest saga to unfold is one that reads like a thriller, yet it’s all too real for the industry veterans and the brands whose
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Then John Piccone strides in, not unlike a seasoned card player with a few tricks up his sleeve. He’s not here to gamble on the ephemeral whims of digital trends but to play a long game focused on transparency, ethics, and sustainability in advertising technology. As the regional president of the Americas for AdForm, Piccone brings to the table a blend of experience, wit, and a no-BS
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