Disney Joins Google Ad Manager
Yesterday Disney and Google announced a new partnership agreement which will make ad inventory from The Mouse’s digital media properties available on Google’s Ad Manager platform. (As a reminder, Ad Manager is the new name for Google’s DoubleClick.) Functional testing of the new connection is happening now for display, with the plan to have all of Disney’s video and display inventory available for transacting by Q1’19.
The new partnership is likely to be a win-win for both parties. The deal opens up an expansive new pool of publisher titles and scale for Google, which will help pad its lead as digital media’s preeminent DSP. For Disney, Ad Manager is a turnkey way to standardize the monetization of its ever-expanding digital content portfolio.
It’ll be interesting to see if Disney decides to make its inventory available on other DSPs like The Trade Desk, Oath, etc., or if Google becomes their one-stop programmatic shop.