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State of the Screens

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

By December 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

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.