Disney Consolidates Ad-Serving With Google, Ends Relationship With Comcast’s Freewheel

By Michael BeachDecember 5, 2018No Comments

Big News: The Walt Disney Company is switching a big piece of their ad tech (ad server) from Comcast’s FreeWheel to Google’s Ad Manager.

Who is Freewheel? FreeWheel is a video ad tech company focused on connected TV. They were purchased by Comcast in 2014 for $320m.

Why is Disney switching? The official story is that Google is a better fit. The speculation is that this is a direct result of the recent Comcast/Disney battle over Fox.

Why does this matter? Disney is making a huge push in the OTT space and this gives access to major TV players content (ABC, ESPN, etc.) which is what Google has been after all along.

More #1: Disney and Google forge deep digital advertising bond

More #2: Disney dumps FreeWheel for Google Ad Manager

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.

Necessary

Always Enabled

Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.

Cookie	Duration	Description
cookielawinfo-checkbox-analytics	11 months	This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional	11 months	The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary	11 months	This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others	11 months	This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance	11 months	This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy	11 months	The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.

Functional

Performance

Analytics

Others

Disney Consolidates Ad-Serving With Google, Ends Relationship With Comcast’s Freewheel

Michael Beach

Explore

Agency Solutions

Company

Disney Consolidates Ad-Serving With Google, Ends Relationship With Comcast’s Freewheel

Michael Beach

You May Also Like

Was the Paul/Tyson Fight on Netflix the Most Streamed Live Event Ever?

Yellowstone: One Last Ride

Can Creators Crash Hollywood’s Party?

Explore

Agency Solutions

Company