Disney is expanding its advertising technology and measurement toolkit, unveiling a slate of new solutions designed to help brands plan faster, create smarter, and measure performance more effectively across its streaming and live sports portfolio.
In a press release dated January 8, 2026, The Walt Disney Company said the announcements were made live from CES during its Sixth Annual Global Tech & Data Showcase, where Disney outlined how it is using AI, automation, insights, and premium content to improve outcomes for advertisers.
“Advertisers are raising the bar for both accountability and innovation,” said Rita Ferro, President of Global Advertising at The Walt Disney Company, adding that brands are looking for “data-led solutions that drive meaningful business results.”
Ferro said Disney’s pitch is that it can combine premium franchises and live cultural moments with technology built to connect brands with audiences at scale: “Disney brings together world-class storytelling and the technology that connects brands with fans at scale.”
A New Video Generation Tool for Advertisers
One of the biggest announcements from the showcase is a new video generation tool designed to help brands create CTV-ready commercials using their existing assets and brand guidelines.
According to Disney, the tool supports creative versioning based on audience, context, and placement — and is informed by performance signals, with an emphasis on “safeguards” and “human oversight.”
Disney said Known and Instinct Pet Food are among the first brands collaborating with the company to test the video generation tool and develop proof-of-concept creative.
Internal AI Tool will Speed Up Campaign Strategy
Disney also introduced a new AI-powered internal planning tool meant to streamline the early stages of campaign development. The company said the tool captures key inputs — including objectives, audience intent, timing, and constraints — so teams can focus more on strategy and collaboration instead of setup.
Disney Compass and a New Brand Impact Metric
On the measurement side, Disney emphasized continued expansion of Disney Compass, which launched last year and combines planning, data collaboration, and measurement into one connected system.
Disney said Compass now supports campaigns across the U.S. and Latin America, with EMEA next. It also noted the upcoming expansion into a Disney Compass Brand Portal, which will provide a unified view of brand performance across campaigns and platforms, including benchmarks and AI-powered summaries.
Beyond Compass, Disney is also introducing a new Disney Advertising Brand Impact Metric, which it says will synthesize multiple signals — including attention, brand health, search, and attribution — so advertisers can see what’s working and optimize while campaigns are still running.
Vertical Video Coming to Disney+
Disney also previewed a user experience shift aimed at evolving how fans consume content and how advertisers can reach them.
The company said it is bringing vertical video to Disney+ in the U.S. this year, following the launch of “Verts” on the ESPN app. Disney described it as part of a broader push toward more personalized, dynamic experiences that encourage repeat daily engagement.
At the showcase, several Disney executives framed the new tools as a shift toward end-to-end advertising solutions from creative production to real-time optimization.
Disney’s newest advertising push is about more than expanding tools. It’s about tightening the loop between creative, audience behavior, and measurable performance, while making its streaming and live sports ecosystem easier for brands to navigate and optimize in real time.
With Disney positioning its platforms as a unified system for storytelling, planning, and measurement, the company is betting that advertisers will increasingly expect premium content and proof of impact — not one or the other.
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