Google to power Disney’s digital ads
Google (GOOGL) has signed on Walt Disney (DIS) as an ad-technology customer in a multiyear deal, with Disney set to use Google’s Ad Manager platform to manage and deliver digital ads across its various platforms. Details of the deal, such as exactly how long it is expected to last and what Disney has agreed to pay for using Google’s ad technology, have not been disclosed. However, the deal is a huge win for Google in the race for ad-tech revenue.
By convincing Disney to move its entire digital ad-serving operation to its platform, Google has dealt Comcast (CMCSA) a blow. Disney has long used Comcast’s FreeWheel service for its digital ad deliveries, but it is now ending that relationship in favor of working with Google.
Google among the top contenders in the ad-tech market
The market for advertising technology is rapidly growing. It expanded 38% to hit $12.7 billion in revenue in 2017, according to IDC. The cord-cutting trend, where households are abandoning traditional television packages for digital video, is expected to be a major growth driver in this market.
Other companies chasing ad-tech revenue with Google include Criteo (CRTO), MediaMath, Adobe Systems (ADBE), and AT&T (T). Criteo was the top ad-tech provider in 2017, with a 7.4% market share in terms of revenue. Google’s market share was 6.5%. MediaMath, Adobe, and AT&T-owned AppNexus captured 3.9%, 3.0%, and 2.9% of the market, respectively.