Disney Advertising Logo

Future in focus:

Disney's Tech, Storytelling, and Unrivaled Fandom

Shaping the next era of advertising

From the show
Key Announcements
in the press
Watch CES highlights
how to activate
Disney revealed how its latest technology and data capabilities are powering stronger outcomes for brands across the most expansive portfolio of live sports and streaming. At the Sixth Annual Global Tech & Data Showcase, the Company showed how human-centered Al, insights, and automation – paired with premium content – are driving real impact for marketers.
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Key Announcements

Discover how Disney’s latest innovations are redefining the future of advertising.

At the Showcase, we highlighted five key areas that show how our AI-driven platform works end-to-end from planning and creative to activation and measurement.

Creative

Better Versions, Not Just More Versions
A new video generation tool designed for advertising allows brands to create high-quality, CTV-ready commercials using existing brand assets and guidelines.

Planning

Faster, Easier, Smarter Alignment
An Al-powered internal planning tool that captures objectives, audience intent, timing, and constraints-so teams focus on strategy, not setup.

Connected Measurement

From Reporting to Learning
The Disney Compass Brand Portal delivers a unified view of brand performance across campaigns and platforms, with benchmarks and Al-powered summaries.The Disney Advertising Brand Impact Metric brings together attention, brand health, search, and attribution-so brands can see what’s working, why, and optimize.

User Experience

Building Around Fan Behavior
Disney is bringing vertical video to Disney+ in the U.S. this year, which follows the successful launch of”Verts” on the ESPN app.

We are delivering sharper insights, faster optimization, and greater confidence in every decision, working across global networks, agencies, independent shops, major brands, and small businesses making BIG moves.

Rita Ferro

President,
Global Advertising

As we unify the Disney+ and Hulu experience, we’re doing so on a foundation of bolder and more dynamic personalization. We’re driving content discovery that complements each unique fan and exposes everyone to the full depth and breadth of our one-of-a-kind library.

Erin Teague

EVP,
Product Management

Being a leader in this space means that performance isn’t just checking a box... It is an always-on evaluation of success. It’s how we are proving the value of aligning with Disney content and Disney fans everyday— empowering you to innovate faster.

Dana McGraw

SVP,
Data & Measurement Science

These are tools and technology we’re bringing to advertisers because we believe they solve actual problems and drive actual value. It’s a blend of technical depth and storytelling sensibility that very few companies can deliver.

Tony Donohoe

EVP,
Ad Platforms

It’s clear we are no longer “media planning.” We are now experience-level planning — SAME goals, NEW tools, LIMITLESS possibilities. From planning, to creative, to measurement you can use Disney end to end or seamlessly plug our data into the tools you already love.

Jaime Power

SVP,
Addressable Sales

In the press

Explore what’s making the headlines about Disney’s Tech & Innovation

Disney+ to include vertical videos on its app

January 7, 2026

Disney+ Plans New Features for “AI Native Generation”

January 7, 2026

Disney’s New Metric for Advertising Success

January 7, 2026

From AI to Measurement: Disney's Biggest Adtech Updates From CES

January 7, 2026

Disney is Leaning into Brand-Building Tools Using – You Guessed It! – AI– You Guess

January 7, 2026

Disney+ intros mobile vertical video, aims to become a daily user destination

January 7, 2026

Disney+ to Launch Vertical Video Feed in US

January 7, 2026

Disney’s First 2026 Upfront Declaration: It’s A AI-Generating World After All

January 8, 2026

CES Highlights

Our Disney executives took the stage at CES and partner events to showcase the innovations shaping the future of advertising. Check out the highlights.
A Fireside Chat with Rita Ferro + Tim Sims
Alex Combs, VP of Product Management,
Ad Platforms at Disney
Interview with Beet.TV

Getting ready for the show

Rita Ferro shares a sneak peek of what’s to come for Disney’s Tech & Innovation.