Disney deal highlights Trade Desk as best in class, says Susquehanna

Susquehanna analyst Shyam Patil notes that Disney (DIS) announced it is forming a direct integration with Trade Desk (TTD) and Google’s (GOOGL) DV360 as the launch partners of DRAX Direct. This will allow Disney’s Hulu and Disney+ inventory to be directly integrated with Trade Desk’s and DV360’s demand. The firm says this integration represents another step toward more high-quality CTV inventory for Trade Desk, and Disney’s decision to partner with Trade Desk underpins its belief that the latter is the leading DSP of choice for brands. Susquehanna believes Disney is likely to give greater inventory access to Trade Desk than Google, given that Google has YouTube, a competitor of Hulu and Disney+. The firm suspects that Google’s inventory access is likely going to be programmatic guaranteed compared to Trade Desk, which it believes is “more likely to be decisioned.” Susquehanna has a Positive rating on Trade Desk with a price target of $110.