Disney Advertising introduced an impressive suite of cutting-edge advertising technology tools during its highly anticipated fifth annual Global Tech & Data Showcase, held at the iconic Chelsea Theater in Las Vegas. The event attracted a distinguished audience of leading brands, agencies, and clients, eager to witness Disney’s latest advancements in ad tech and innovation.

Rita Ferro, President of Global Advertising at The Walt Disney Company, took center stage to unveil key milestones and innovations. She revealed that Disney’s ad-supported platforms—spanning Disney+, Hulu, and ESPN+—have collectively achieved a remarkable global monthly active user base of 157 million. This milestone underscores Disney’s strategic focus on leveraging technology to redefine advertising experiences and deliver unparalleled value to its partners.
The showcase highlighted Disney’s commitment to combining technological excellence with creative ingenuity, setting new standards in the dynamic world of digital advertising.
“In this transformative era of advertising, brands need more than just compelling storytelling — they need advanced solutions that deliver real results,” Ferro said. She highlighted Disney’s strategic investments in technology and innovation to help brands engage audiences across streaming TV, live sports, and beyond.
Key Announcements
Disney introduced a series of advanced tools and partnerships aimed at redefining the advertising landscape:
• Disney Compass: A proprietary data platform integrating first-party data, insights, and vendor partnerships to simplify campaign activation.
• Collaboration with Publicis CoreAI: Publicis becomes the first agency to integrate with Disney Compass, enabling seamless activation of insights from multiple data sources.
• LIVE Sports & Entertainment Certification: A new standard guaranteeing ad placements during live sports and entertainment events, with expanded biddable media options.
• Disney’s Global Streaming Consumer Insights Study: A comprehensive study unveiling new audience segments — Empathetic Escapists, Reflective Explorers, Social Shapers, and Comfort Connectors — for targeted ad campaigns.
• Disney Select AI Engine: A machine-learning tool for creating custom audiences and delivering sequential messaging without exceeding frequency caps.
• Interactive Ad Formats: Enhanced user-driven ads that allow viewers to engage with content through interactive features like product carousels and trivia games.
• Global Expansion of Disney Select and Audience Graph: Advanced segmentation tools rolling out to EMEA markets, following their success in Latin America.
• Disney Magic Words LIVE: An innovation capturing real-time viewer mood and emotions during live events, enabling biddable activation starting next quarter.
• BridgeID Adoption: Over 6,500 brands have adopted Disney’s identity framework in 2024, streamlining workflows and enhancing targeting.
Industry Insights
Adam Smith, Disney’s Chief Product and Technology Officer, emphasized the synergy between unmatched content, cutting-edge technology, and data-driven advertising. “Great technology in the hands of brilliant creators adds new dimensions to products, stories, and experiences,” he said.
Dana McGraw, SVP of Data and Measurement Science, highlighted Disney’s decade-long investment in AI and machine learning for audience segmentation. “We’re making adoption easier for our partners to have the most frictionless experience possible,” McGraw noted.
Jamie Power, SVP of Addressable Sales, underlined the transformative potential of real-time programmatic buying during live events, while Josh Mattison, EVP of Digital Revenue Pricing, Planning & Operations, called for deeper industry collaboration to understand streaming’s role in consumer behavior.
A Vision for the Future
With these innovations, Disney Advertising is not only redefining the ad tech landscape but also inviting brands to become part of cultural conversations. As the streaming industry evolves, Disney’s commitment to cutting-edge technology and unparalleled storytelling positions it as a leader in shaping the future of advertising.