Under the terms of the open-ended multiyear deal, Disney will migrate its digital video and display business over to Google Ad Manager as it becomes Disney’s core ad tech platform, ending speculation that Disney might pursue its own proprietary platform.
This embrace builds upon what was previously an arm’s length relationship which saw Google running portions of its ad-serving business alongside Comcast’s FreeWheel which has been employed as ad tech vendor by both ESPN and the Disney-ABC Television Group.
Confirming the migration in a blog post Google said it was motivated by a desire to offer advertisers an ‘optimized cross-platform delivery and performance measurement’ service for both digital video and display ads.
Google’s chief business officer Philipp Schindler wrote: “Together, we plan to build an advanced video experience for Disney that will transcend devices, platforms, and living rooms to bring the magic of premium video content into people’s hearts, minds, and screens—everywhere.”
Looking further ahead both firms have expressed a desire to develop new technologies across video, mobile, apps and display while also enhancing personalisation and data metrics.
Disney is in process of launching its own streaming service to help reinvigorate profits.