Disney’s Direct-To-Consumer & International Partners With Google on Digital Ad Tech

Google Ad Manager will power ad experiences within digital products across the Disney portfolio, including ESPN

A pair of titans are teaming up to take on the digital video world. The Walt Disney Company’s Direct-To-Consumer & International division announced on Tuesday that it has struck a deal with Google to entrust delivery, optimization and, performance of the digital advertising across its collection of digital brands and properties – which, naturally, includes ESPN – to Google’s advertising technology: Google Ad Manager.

As digital media – and live streaming sports, in particular – continues to mature, the partnership of these two entities should prove to bring forth some new and innovative efforts to the monetization of content through the development of solutions and technologies better fit for video, applications, mobile experiences, connected TV productions, and much more.

“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,” Kevin Mayer, chairman, Direct-To-Consumer and International for The Walt Disney Company said in the official release. “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.”

According to today’s announcement:

Through the agreement, Disney Advertising Sales will be able to offer advertisers optimized cross-platform delivery and performance measurement of digital video and display advertising across its entire portfolio of brands and properties, including those under the Disney, ABC, ESPN, Freeform, Star Wars, Marvel and Pixar brands, among others.

“People today want to enjoy video programming with the same control and flexibility they enjoy across the Internet,” Philipp Schindler, Chief Business Officer at Google added in the official release. “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.”

As a partner of The Walt Disney Company, Google’s platform and technologies will work with Disney Advertising Sales to deliver a streamlined and hyper-personalized approach to engaging customers for clients across their broad brand portfolio. It also promises to more directly inject brands across various types of content, be it long-form video-on-demand (VOD), short-form VOD, live streaming video, fantasy games and more.

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