In a recent media release, Walt Disney Company (DIS) revealed that it chose Google Ad Manager as its new digital advertising handler for an undisclosed amount, after sidelining its previous handler, Comcast's FreeWheel.
Under this multiyear and multimillion-dollar deal, Disney is set to move all of its digital brands and properties worldwide — including Disney, ABC, ESPN, Freeform, Marvel, Pixar and Star Wars — to Google’s advertising platform.
With Google Ad Manager serving as DIS’s principal ad-technology platform, it will bring Disney’s entire global digital video and display business across multiple channels, including live streaming and direct-to-consumer content offerings, under one platform.
This consolidation should allow Disney to standardize its ad-technology under one global platform. It will also allow them to build a cutting-edge video experience and refine the way ads are stitched into live video, so that there’s a more seamless viewing experience for its 230 million users worldwide who spend ~14 billion minutes of time per month at various avenues of Disney.