California, United States — Disney has expanded its advertising ecosystem with new data, AI, and measurement capabilities designed to give brands deeper insight, connected measurement and more effective optimisation across live sports and streaming environments.
The company outlined how advanced analytics, automation and AI are helping advertisers move beyond reporting towards continuous learning, enabling campaigns to be measured, refined and improved while they are live.
“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.”
At the centre of this approach is Disney Compass, which brings together planning, data collaboration and measurement into a single connected platform.
The system now supports cross-market campaigns and is expanding into a brand portal that provides advertisers with a unified view of performance, category benchmarks, and AI-generated summaries to surface insights and identify new growth opportunities.
Disney also introduced the Disney Advertising Brand Impact Metric, which synthesises signals across attention, brand health, search and attribution.
This allows advertisers to understand what is driving outcomes and optimise in real time, shifting measurement from retrospective analysis to live decision-making.
AI-powered planning tools further support this data-led model by simplifying campaign alignment, capturing objectives and audience intent upfront, and reducing operational friction.
Together, these capabilities aim to make advertising within Disney environments more transparent, accountable and outcome-driven.
“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.
