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Disney and its various properties are preparing to enter the online streaming market in the coming years. With a number of properties – including Star Wars, Marvel and Sports – and platforms already available today, the media group has announced the creation of a strategic partnership with Google around advertising.
The overall strategic relationship sees The Walt Disney Company "bringing all of its global display and digital video activity to the Google ad manager." This includes properties such as Disney, ABC, ESPN, Marvel, Pixar and Star Wars on media such as live streaming and other content offerings directly to the consumer.
Disney will be able to effortlessly deliver video ads to the web, mobile apps, streaming via connected TVs, and live events.
The Google ad manager will serve as a "basic advertising technology platform for Disney." Again this year, Google has streamlined and bundled its services into three key products, including Google Ads and Google Marketing Platform. The ad manager makes monetization easier in the era of multiple devices.
Ad Manager gives you a single platform to stream, measure, and optimize ads for your audience, including connected TVs, accelerated mobile pages (AMPs), mobile gaming, and other apps. than platforms such as YouTube and Apple News.
By combining DoubleClick for Publishers and DoubleClick Ad Exchange, it is a "unified programming platform." For larger companies such as Disney, it's useful to be able to manage advertising on different platforms on a console.
People also expect the same content that they like in the living room on every screen, which can mean the difference between a loyal fan base and a lost audience. Advertisers want to offer relevant, consistent and measurable advertising experiences on different screens, encouraging media companies to rethink the ad break.
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