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Google debunks TV mistrust with Disney, booting out Freewheel

In a statement of Disney’s intentions to rival the major traditional TV service providers, the company has dropped its advertising contract with Comcast’s Freewheel and opted instead for Google Ad Manager. An intriguing part of the news was revealed by the CTO of Disney’s Direct to Consumer and International unit, Aaron LaBerge, admitting that an in-house ad tech project was a major consideration. So what swayed the decision – money, complexity, inexperience, or none of the following? Given the trend of major US companies, operators in particular, buying into the ad tech business, Disney following suit would not have been a huge surprise. LaBerge explained, “It was better for us to explore a partnership than trying to reinvent the wheel…

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