Disney is expanding how brands measure and optimize campaigns by introducing AI driven data and measurement capabilities designed to improve advertising performance across live sports and streaming environments. The update is important for the MarTech ecosystem as advertisers increasingly demand real time insight, accountability, and optimization within premium content ecosystems.
The company said it is enhancing its advertising stack with advanced analytics, automation, and artificial intelligence to help marketers move beyond static reporting. Instead, campaigns can now be evaluated and refined continuously while they are live, allowing advertisers to respond faster to audience behavior and performance signals. This shift reflects broader industry momentum toward always on measurement models that connect media exposure directly to business outcomes.
“Advertisers are raising the bar for both accountability and innovation, seeking impactful ways to align with quality storytelling and data-led solutions that drive meaningful business results,” said Rita Ferro, president, global advertising, The Walt Disney Company. Ferro added, “Disney brings together world-class storytelling and the technology that connects brands with fans at scale across the world’s most premium live sports and entertainment experiences.”
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At the core of this strategy is Disney Compass, a unified platform that integrates planning, data collaboration, and measurement into a single system. Disney said the platform now supports cross market campaigns and is evolving into a broader brand portal. Through this portal, advertisers gain a consolidated view of performance, category benchmarks, and AI generated summaries that highlight insights and surface new growth opportunities.
Disney also unveiled the Disney Advertising Brand Impact Metric, which brings together signals across attention, brand health, search behavior, and attribution. By synthesizing these data points, advertisers can better understand what is driving outcomes and adjust campaigns in real time. This approach moves measurement away from retrospective analysis and toward live decision making, a capability that is becoming essential as media fragmentation increases.
AI powered planning tools further strengthen this model by helping advertisers align objectives and audience intent at the start of campaigns. These tools are designed to reduce operational friction by simplifying setup and ensuring that planning decisions translate more effectively into execution across Disney properties. Together, the enhancements aim to make Disney advertising performance more transparent, measurable, and outcome focused.
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“Being a leader in this space means that performance isn’t just checking a box—it’s an always-on evaluation of success. It’s how we are proving the value of aligning with Disney content and Disney fans everyday–empowering you to innovate faster,” said Dana McGraw, SVP, data and measurement science.
“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,” said Tony Donohoe, EVP, advertising platforms.
As streaming, live sports, and premium digital environments converge, Disney advertising performance initiatives highlight how AI led data and measurement are becoming foundational to modern media strategies. For advertisers, the ability to connect storytelling with real time intelligence may prove critical to driving measurable impact and long term brand growth.
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