Disney Real-Time Ad Exchange (DRAX)

Disney's in-house SSP launched March 2021 (announced first Disney Tech Showcase Feb 23 2021). Hosts internal auctions across all programmatic endpoints, automating direct-sold + programmatic competition. DRAX has driven 70% increase in Disney biddable transactions, runs 8,000+ video ad campaigns. Magnite is primary sell-side partner aggregating ~30 DSPs. DRAX Direct (March 2024) provides direct-pipe integration with TTD and Google DV360 unifying Hulu+Disney+ inventory.