Disney ditches Comcast and aligns online ad efforts with Google

Disney is consolidating all of its online ad initiatives with Google’s Ad Manager and ending its agreement with Comcast’s Freewheel.According to The Wall Street Journal, Disney’s networks including ABC and ESPN will use Google for ads appearing on video, mobile, apps and display formats. That will include streaming services.“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,” said Kevin Mayer, chairman of Disney’s direct-to-consumer and international business, in a statement. “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.”The deal, which the report suggests will net Google tens of millions in revenue each year, is significant because large programmers like Disney have been competing with digital companies like Google for ad dollars.