Disney’s recent Global Tech & Data Showcase in Las Vegas demonstrated its commitment to reshaping the advertising industry.
The event at the Chelsea Theater brought together top brands, agencies, and clients and unveiled groundbreaking advancements and strategic innovations.
Rita Ferro, Disney’s Global Advertising President, announced a significant milestone. Over the past six months, Disney+, Hulu, and ESPN+ have reached 157 million ad-supported monthly active users globally. In the U.S., this figure reached an impressive 112 million.
“In this transformative era of advertising, brands need more than compelling storytelling. They need advanced solutions that deliver real results,” Ferro stated.
Her remarks emphasized Disney’s mission to empower brands with innovative tools.
Transforming Advertising with Data and Precision Tools
Disney Compass emerged as a centerpiece of the showcase. This proprietary data platform streamlines advertising workflows.
It combines Disney’s first-party data, insights, and vendor integrations in one convenient location.
The platform simplifies modern advertising. Brands can now activate campaigns more efficiently. Compass is designed to remove complexity from data-driven decision-making.
Disney also announced a groundbreaking partnership with Publicis CoreAI. Publicis became the first agency holding company to integrate with Disney Compass.
This collaboration allows brands to leverage insights from Disney’s data, Publicis’ CoreAI, and their resources.
This partnership offers precision targeting, enabling brands to create campaigns with actionable intelligence. The integration marks a significant leap forward in advertising innovation.
Live sports and entertainment advertising also received a significant update. Disney’s new certification guarantees precise ad placements, so brands can now advertise when and where they want, even during live events.
Disney expanded biddable media options for live sports, allowing advertisers to engage audiences in real-time. Disney Magic Words adds an emotional layer to advertising during live events.
The company introduced its Global Streaming Consumer Insights Study. This research initiative provides insights into global streaming behaviors, allowing advertisers to understand audience habits across regions better.
Four new proprietary audience segments were unveiled: Empathetic Escapism, Reflective Exploration, Social Shaping, and Comfort Connectors.
Each segment enables brands to craft campaigns tailored to specific viewer profiles.
Revolutionizing Engagement with AI and Immersive Ads
Artificial intelligence took center stage with the Disney Select AI Engine. This tool uses machine learning to build custom lookalike audiences.
The AI Engine integrates seamlessly with Disney’s award-winning Clean Room ecosystem. It delivers accurate results without compromising audience experience, empowering advertisers to refine their strategies.
Interactive ad formats received an exciting update. Disney’s new ad units engage viewers with user-initiated actions, such as exploring product carousels or participating in trivia games.
Such formats foster more profound engagement. They allow brands to connect meaningfully with their audiences, and advertisers gain new opportunities to captivate viewers.
Disney announced the global expansion of Disney Select and Audience Graph. These tools are now available in every market where Disney+ operates.
After a successful launch in Latin America, EMEA will be the next region to join.
The expanded availability enhances global campaign activation. Advertisers can more effectively target audiences across regions. This move reflects Disney’s focus on worldwide reach and precision.
Disney Magic Words LIVE brings a new level of sophistication to advertising. It captures moods and emotions in real-time. This feature will soon be biddable, adding a dynamic dimension to live event advertising.
One standout announcement was Disney’s rapid adoption of its BridgeID framework. In 2024, over 6,500 brands embraced this solution, simplifying digital workflows and strengthening cross-platform campaigns.
The framework enhances targeting capabilities. It ensures cohesive messaging across Disney’s platforms. This innovation underscores Disney’s commitment to simplifying modern advertising.
As the event concluded, Disney’s vision became clear. The company is not just participating in the evolution of advertising. It is driving the change with unparalleled content and advanced technology.
The innovations unveiled at the showcase promise to reshape the industry. Brands now have unprecedented opportunities to connect, engage, and thrive.
Disney is setting the standard for advertising in a digital-first world.
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About the author
Sarika Patel is an Associate Writer at DbdPost, where she combines her keen research skills and clear storytelling to create engaging, informative digital content. With a background in journalism, Sarika is passionate about uncovering unique insights and helping readers navigate a wide range of topics. Outside of work, she enjoys exploring new places, indulging in a good book, and sharing her love of learning with others.
