02:56 PM EDT, 03/20/2024 (MT Newswires) -- Walt Disney ( DIS ) is partnering with Trade Desk ( TTD ) and Alphabet's (GOOG) Google Display & Video 360 to expand the advertising base for its Hulu and Disney+ streaming platforms, the entertainment conglomerate said Wednesday.

Disney ( DIS ) said the expansion of its Disney Real-Time Ad Exchange, or DRAX, will provide advertisers of all sizes with improved access and automation tools "by unifying access to streaming inventory" across Disney+ and Hulu.

The new partnership also uses Trade Desk's ( TTD ) OpenPath technology to assist advertisers wanting to place content on premium streaming platforms, Disney ( DIS ) said.

Disney ( DIS ) and Alphabet shares were 1% higher in recent trading, while Trade Desk ( TTD ) was climbing 4%.

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