Walt Disney’s Direct-To-Consumer & International division is to use Google Ad Manager across Disney’s digital properties. Disney had worked with Comcast’s Freewheel for digital advertising delivery.

The two companies say they will also collaborate on ways to create new ad innovations and develop next-generation solutions and technology across video, mobile apps and display advertising.

Google has been ambitious to get into the TV advertising business, Last year, it introduced a streaming virtual MVPD YouTube TV.

“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, Direct-To-Consumer and International. “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.”

“People today want enjoy broadcast programming with the same control and flexibility they enjoy across the Internet,” said Philipp Schindler, chief business officer, Google. “With this new collaboration, we are bringing the best of our digital ad technology to Disney to power a new advanced video experience with ads that are relevant and seamlessly served on any screen or content, whether that’s on the web, in mobile apps, streaming through connected TVs, or for live events.

Disney Advertising Sales says it will be able to offer advertisers cross-platform delivery and performance measurement of digital video and display advertising across its entire portfolio of brands and properties, including those under the Disney, ABC, ESPN, Freeform, Star Wars, Marvel and Pixar brands.

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