Disney ditches Comcast and aligns online ad efforts with Google

Disney balloons
Disney is ditching Comcast's Freewheel and working with only with Google Ad Manager. (Pixabay)

Disney is consolidating all of its online ad initiatives with Google’s Ad Manager and ending its agreement with Comcast’s Freewheel.

According to The Wall Street Journal, Disney’s networks including ABC and ESPN will use Google for ads appearing on video, mobile, apps and display formats. That will include streaming services.

“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 of Disney’s direct-to-consumer and international business, in a statement. “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.”

The deal, which the report suggests will net Google tens of millions in revenue each year, is significant because large programmers like Disney have been competing with digital companies like Google for ad dollars.

RELATED: Disney making strategic changes to ad sales team

“People today want enjoy broadcast programming with the same control and flexibility they enjoy across the Internet,” said Philipp Schindler, chief business officer at 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.”

The ad service changes for Disney come after last month Disney Advertising Sales integrated all of The Walt Disney Company’s entertainment, sports, news and kids linear and digital TV and radio businesses and moved into advisory services for clients.

“Further, our focus on deeper, data-driven understanding of our clients’ businesses and media strategies will enable us to continue helping our clients maximize the value of their marketing spend and grow their businesses through our robust portfolio of platforms. I am confident that our renewed vision and the resulting structure positions our current offerings for maximum growth as our business and the marketplace continue to evolve,” said Rita Ferro, president of Disney Advertising Sales, in a statement.