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Disney Unveils New Solutions Powering Its Advertising Ecosystem at Sixth Annual Global Tech & Data Showcase: Disney has unveiled a new generation of advertising technology and data solutions designed to deliver deeper insights, connected measurement, and smarter storytelling for brands. Speaking live from CES at its Sixth Annual Global Tech & Data Showcase, the company demonstrated how artificial intelligence, automation, and advanced data capabilities are transforming advertising outcomes across its expansive portfolio of live sports and streaming platforms.
By combining premium storytelling with cutting-edge technology, Disney is positioning itself at the forefront of the rapidly evolving advertising ecosystem.
AI-Driven Innovation Meets Iconic Storytelling
According to Rita Ferro, President of Global Advertising at The Walt Disney Company, advertisers today demand both accountability and creativity.
“Advertisers are raising the bar for both accountability and innovation, seeking impactful ways to align with quality storytelling and data-led solutions that drive meaningful business results,” Ferro said. She added that Disney uniquely connects brands with fans at scale across the world’s most premium live sports and entertainment experiences.
As a result, Disney’s latest advancements focus on turning insights into real-world impact while remaining anchored in cultural relevance and fan engagement.
Creative Capabilities: Smarter, Not Just More
One of the key announcements was a new AI-powered video generation tool that allows advertisers to create high-quality, connected TV-ready commercials using existing brand assets and creative guidelines.
Importantly, the tool supports creative versioning by audience, context, and placement. It also leverages performance signals to help creative work harder within Disney’s platforms. At the same time, Disney emphasized safeguards, human oversight, and imagination throughout the process.
Brands such as Known and Instinct Pet Food are among the first to collaborate with Disney on proof-of-concept creative using this technology.
Planning Made Faster and More Strategic
In addition, Disney introduced a new internal AI-powered planning tool designed to simplify and accelerate collaboration with advertisers. The platform captures campaign objectives, audience intent, timing, and constraints, allowing teams to focus less on setup and more on strategic alignment.
Consequently, planners can move faster while delivering smarter, more effective campaigns.
Connected Measurement: From Reporting to Learning
Meanwhile, Disney continues to expand Disney Compass, its integrated planning, data collaboration, and measurement platform. Launched last year, Disney Compass now supports campaigns across the U.S. and LATAM, with EMEA markets coming next.
The upcoming Disney Compass Brand Portal will provide advertisers with a unified view of brand performance across platforms, including category benchmarks and AI-powered summaries. Soon, the tool will surface key learnings and uncover new optimization opportunities while campaigns are still live.
New Brand Impact Metrics for Real-Time Optimization
To further enhance accountability, Disney introduced a new Advertising Brand Impact Metric. By synthesizing attention, brand health, search, and attribution data, the metric enables advertisers to understand what is working, why it is working, and how to optimize in real time.
For example, brands can now directly measure how attention and search activity contribute to business outcomes.
User Experience Built Around Fan Behavior
On the consumer side, Disney is expanding vertical video experiences across its platforms. After the successful launch of “Verts” on the ESPN app, vertical video is coming to Disney+ in the U.S. this year.
As the format expands across news and entertainment, Disney aims to deliver a more personalized and dynamic experience that reinforces Disney+ as a daily destination for fans.
Industry Leaders on the Future of Advertising
Disney executives emphasized that advertising has evolved beyond traditional media planning.
Dana McGraw, SVP of Data and Measurement Science, noted that performance measurement is now an always-on evaluation of success. Erin Teague, EVP of Product Management, highlighted how deeper personalization across Disney+ and Hulu will enhance content discovery. Jamie Power, SVP of Addressable Sales, described the shift toward experience-level planning, while Tony Donohoe, EVP of Advertising Platforms, underscored Disney’s unique ability to blend technical depth with storytelling sensibility.
