US media conglomerate Disney’s direct-to-consumer & international division has tied up with Google to use its ad technology across Disney’s digital properties. Earlier, Disney worked with Comcast’s FreeWheel.
This new deal will cover live streaming, news, fantasy games, and direct-to-consumer content offerings and it means the Disney Advertising Sales department will be able to offer advertisers “ optimized cross-platform delivery and performance measurement” of digital video and display ads.
The move is seen as being a victory for Google as advertisers adapt to the shift from traditional TV to streaming across different devices. Disney is consolidating its digital ad-serving with Google as part of a broader effort this year to centralize its ad operations and technology.
“The Walt Disney Company and Google have both been at the forefront of transforming the advertising experience and we’re excited to continue driving the industry forward together. As Disney Advertising Sales transforms how we engage the marketplace, delivering truly distinctive advertising solutions across our brands and media through a one-stop-shop, this agreement will ignite further innovation, help Disney grow our business and deliver an unequaled combination of quality, reach and value to our clients,” said Disney chairman, Direct-To-Consumer and International Kevin Mayer.
“People today want to enjoy broadcast programming with the same control and flexibility they enjoy across the Internet. With this new collaboration, we are bringing the best of our digital ad technology to Disney to power a new advanced video experience with ads that are relevant and seamlessly served on any screen or content, whether that’s on the web, in mobile apps, streaming through connected TVs, or for live events,” said Google chief business officer Philipp Schindler.