© Reuters.
On Wednesday, Susquehanna reaffirmed its Positive rating and $110.00 share price target for NASDAQ:TTD, The Trade Desk (NASDAQ:), following news of a strategic partnership with Disney (NYSE:DIS). The collaboration involves DIS integrating its Hulu and Disney+ advertising inventory directly with The Trade Desk and Google (NASDAQ:)’s DV360 through the launch of DRAX Direct.
The Trade Desk’s and DV360’s demand platforms are expected to benefit from the integration, allowing for improved audience match rates for advertisers on Disney’s platforms. The integration will also utilize The Trade Desk’s UID 2.0 and Google’s PAIR, enhancing the efficiency and quality of targeted advertising.
The partnership is seen as a significant development for The Trade Desk, bolstering its position as a preferred demand-side platform (DSP) for brands. The company’s stock rating and price target have been sustained in light of this advancement.
Susquehanna has indicated that Disney is likely to provide greater inventory access to The Trade Desk over Google, citing the competition between Google’s YouTube and Disney’s Hulu and Disney+ platforms. The analyst suggests that while Google may receive guaranteed programmatic inventory access, The Trade Desk is expected to benefit from a more flexible, decisioned access to Disney’s inventory.
This move represents an important step in expanding high-quality Connected TV (CTV) inventory for The Trade Desk. It underscores the growing importance of direct integrations in the digital advertising space, especially for premium video content providers like Disney.
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