The Walt Disney Company Will Now Use Google Technology for Its Digital Ads

It had previously used Comcast's FreeWheel

The Walt Disney company will use Google for ad serving. Disney, Google
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The Walt Disney Company has agreed to let Google’s ad technology, Google Ad Manager, deliver digital video and display ads across its brands.

The new partnership effectively ends The Walt Disney Company’s relationship with Comcast’s ad serving platform, FreeWheel.

“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,” said Kevin Mayer, chairman, direct-to-consumer and international, The Walt Disney Company, in a prepared statement.

The agreement allows Disney Advertising Sales to sell cross-platform ads under its portfolio of brands, including Disney, ABC, ESPN, Freeform, Star Wars, Marvel and Pixar.

The Walt Disney brands online reach more than 230 million users, who spend more than 14 billion minutes with their content and view billions of videos every month, the companies said in a news release.

“People today want enjoy broadcast programming with the same control and flexibility they enjoy across the internet,” said Philipp Schindler, chief business officer, Google, in a statement. “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.”

@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.