Disney Just Gave Google a Big Advertising Win
November 07, 2018 / Adam Levy
As more and more people watch their favorite TV shows online instead of through traditional broadcasts, it opens the door for better advertising sales solutions. Digitally native solutions have an edge over traditional sales teams from networks and distributors in that they may require less time for both salespeople and ad buyers while producing better results for both. That's why Comcast acquired FreeWheel in 2014 to handle digital advertising on its own properties and to win a bunch of new clients in the world of streaming television, including Disney and Fox. Meanwhile, Google developed new tools on its DoubleClick platform to take advantage of the growing popularity of online video.