The Mouse House is getting some adtech upgrades, with Disney revealing several updates during its annual Tech and Data Showcase from CES on Wednesday.
Overall, the company’s event, which also helps kick off its upfront conversations, focused on making things more seamless and efficient for advertisers, including utilizing AI, self-service tools, and new metrics to identify brand impact.
Disney’s ads president, Rita Ferro, recently told ADWEEK that AI would transform how TV is “planned, measured, and optimized” in 2026, and several of the latest updates move the industry closer to that future.
Here are the top highlights from Disney’s Tech and Data Showcase:
Video generation tool
Disney is adding a new video creation tool for advertisers that can utilize brand assets and guidelines to make CTV-ready commercials, according to the company. The creative can be adjusted for audiences, context, and placement, and the ads are informed by performance signals within the spots.
AI-powered internal planning
Beyond creative executions, the company says it will use an AI-powered planning tool to make campaigns “more intentional, connected, and outcome focused.” The idea is to create more time to focus on strategy rather than setup, according to Disney.
Disney Compass Brand Portal
Disney is also updating its data platform, Disney Compass, expanding it with the Disney Compass Brand Portal. This new tool gives a view of brand performance across campaigns and platforms, with category benchmarks and AI-powered summaries to highlight key insights.
According to the company, the Brand Portal helps provide a clear view of campaign performance, including what’s working and the impact of media investments across Disney. At launch, Brand Portal will be connected to data providers including Affinity Solutions, CINT, EDO, Innovid, and VideoAmp.
Disney Advertising Brand Impact Metric
To better show the impact of placements, the company also introduced a new Brand Impact Metric that measures factors such as attention, brand health, and search. The metric is designed to show the halo effect of brand performance on outcomes, combining insights from established measurement providers and Disney.
“When brands can connect ad exposure to direct results, marketers gain clarity on not just what drove results–but how,” Dana McGraw, svp of data and measurement science, Disney Advertising, said in a statement. “The vision of the Disney Advertising Brand Impact Metric is to connect all pieces of the measurement puzzle in a single metric for advertisers to get a total view of what matters.”
Vertical video on Disney+
Disney brought vertical video to the ESPN streaming app through its “verts” launch last year, and this year the company is bringing vertical video to Disney+ in the U.S. as well. The company is also exploring how to use vertical video across categories and content types to create a more personalized experience.