January 7, 2026 – Las Vegas, NV – Live from CES, Disney revealed how its latest technology and data capabilities are powering stronger outcomes for brands across the most scaled portfolio of live sports and streaming. At the Sixth Annual Global Tech & Data Showcase, the Company showed how AI, insights, and automation – paired with premium content – are driving real impact for marketers.

“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,” said Rita Ferro, President, Global Advertising, The Walt Disney Company. “Disney brings together world-class storytelling and the technology that connects brands with fans at scale across the world’s most premium live sports and entertainment experiences.”

Disney’s latest advancements turn insights into impact for advertisers, all while sitting at the intersection of iconic storytelling and live cultural moments.

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.
It supports creative versioning by audience, context, and placement and is informed by performance signals within the spot.
The focus is on helping creative work harder inside Disney environments, while at the same time providing safeguards and building with human oversight and imagination throughout the process.
Known and Instinct Pet Food are among the first to collaborate with Disney to test the new video generation tool and develop proof of concept creative.

Planning – Faster, Easier, Smarter Alignment

With a new AI-powered internal tool, the planning process with Disney is made faster and easier.
The tool captures objectives, audience intent, timing, and constraints to focus on strategy and collaboration, rather than setup.

Connected Measurement – From Reporting to Learning

Disney Compass, launched last year, brings together planning, data collaboration, and measurement into a single, connected experience – now supporting campaigns across the U.S. and LATAM, with EMEA coming up next.
Expanding into the Disney Compass Brand Portal, the tool provides a unified view of brand performance across campaigns and platforms, with category benchmarks and AI-powered summaries.
Soon, Disney Compass will include AI-powered summaries that will highlight key learnings and identify new opportunities for advertisers.

Synthesizing attention, brand health, search, and attribution, the new Disney Advertising Brand Impact Metric allows brands to see what’s working, understand why, and optimize while campaigns are live.
For instance, brands can measure the impact of attention and search activity on outcomes.

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.
The experience will evolve as it expands across news and entertainment and delivers a more personalized, dynamic experience that reinforces Disney+ as a must-visit daily destination.

Key takeaways from Disney executives:

Dana McGraw, SVP, Data and Measurement Science: “Being a leader in this space means that performance isn’t just checking a box – it’s 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.”
Erin Teague, EVP, Product Management: “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.”
Jamie Power, SVP, Addressable Sales: “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.”
Tony Donohoe, EVP, Advertising Platforms: “These are tools and technology we’re bringing to advertisers because we believe they solve actual problems and drive actual value for you. It’s a blend of technical depth and storytelling sensibility that very few companies can deliver.”

Media Contacts:

Jane Ha
Jane.ha@disney.com

Kelly Liyakasa
Kelly.s.liyakasa@disney.com

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