At CES, the media giant outlined how creative, planning and measurement are being connected inside its ad stack.
At CES 2026, The Walt Disney Company used its Global Tech & Data Showcase to show how advertising across its platforms is becoming more integrated, with AI, data and automation increasingly designed to work together rather than as standalone tools.
The updates focused on three pressure points for advertisers: making creative easier to adapt without losing quality, speeding up planning without adding complexity and turning measurement into something that informs campaigns while they are live. Disney positioned its technology as core infrastructure supporting advertising across streaming, live sports and entertainment at scale.
“Advertisers are raising the bar for both accountability and innovation,” said Rita Ferro, president of global advertising at Disney, adding that the company’s goal is to connect premium storytelling with data-led solutions that can demonstrate business impact.
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Disney introduced a new video generation tool designed specifically for advertising, allowing brands to produce CTV-ready creative using existing assets and brand guidelines. The tool supports creative versioning by audience, context and placement and is informed by performance signals within the spot.
The emphasis is on helping creative work harder inside Disney environments rather than simply producing more versions. Disney also stressed safeguards and human oversight throughout the process. Known and Instinct Pet Food are among the first brands testing the tool through proof-of-concept work.
On the planning side, Disney showed a new AI-powered internal tool designed to reduce setup time and keep teams focused on strategy and collaboration. The system captures objectives, audience intent timing and constraints early in the process, aiming to streamline how campaigns are built across Disney’s portfolio.
According to Jamie Power, senior vice-president of addressable sales, the shift reflects how planning is changing. “We are now experience-level planning,” he said. “From planning to creative to measurement you can use Disney end to end or seamlessly plug our data into the tools you already love.”
Measurement updates centered on Disney Compass, which launched last year and now supports campaigns across the US and LATAM with EMEA next. The upcoming Disney Compass Brand Portal will give advertisers a unified view of brand performance across platforms including category benchmarks and AI-powered summaries.
Those summaries are designed to surface learnings and highlight opportunities while campaigns are still running. Disney also introduced its Advertising Brand Impact Metric, which synthesizes attention brand health search and attribution so advertisers can understand what is driving outcomes and optimize while campaigns are live.
“Performance isn’t just checking a box,” said Dana McGraw, senior vice-president of data and measurement science. “It’s an always-on evaluation of success. It’s how we are proving the value of aligning with Disney content and Disney fans every day.”
On the product side, Disney confirmed it is bringing vertical video to Disney+ in the US this year following the launch of Verts on the ESPN app. The format is designed to support a more personalized and dynamic viewing experience as it expands across news and entertainment.
As Erin Teague, executive vice-president of product management at Disney, explained, the unification of Disney+ and Hulu is being built on personalization that supports content discovery across the full library rather than narrowing it.
Across the updates, Disney positioned its tools as responses to concrete advertiser needs. As Tony Donohoe, executive vice-president of advertising platforms, put it, “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.”
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