Disney announces two-year expansion of partnership with Magnite

In a blog post titled "Automation and Identity Define The Future of Addressability," Disney (DIS) stated: "Two years ago, Disney had a bold ambition – lay the foundation for a fully automated and addressable future. This commitment called for a complete overhaul of Disney’s advertising platform – one that would power the capability for advertisers to buy ‘once’ and deliver "anywhere" across Disney’s vast portfolio of news, sports and entertainment brands. Since embarking on this journey, Disney invested in the innovation required to reimagine its ad server, unifying inventory across all properties, while putting programmatic automation front and center – and introducing parity across all marketplaces… Tools and technology built in-house, like the Disney Real-Time Ad Exchange (DRAX) and Disney’s Unified Ad Platform created the ability for advertisers to reach the most valuable audiences for their business, with improved frequency tapping into real-time data signals. And the proof is in the performance – Disney Advertising has seen nearly a 150% rise in biddable, double the growth over last year for the programmatic business. The next phase of Disney’s Addressable innovation lives at the intersection of identity and interoperability… By creating direct integrations to the Disney Audience Graph, whether through The Trade Desk for buying, VideoAmp, for precise measurement in connected TV, or Magnite, through a global, two-year expansion that increases access to CTV and mobile inventory, unlocking first-party identity at scale through automation is at the heart of Disney’s Addressable advantage." Reference Link