• Disney used CES to unveil a suite of AI-driven ad tech and creative tools aimed at smarter media planning, connected measurement and vertical video for Disney+.
  • The toolkit promises improved planning and measurement across Disney’s properties, signaling tighter data-driven ad experiences and new creative formats for streaming.
  • Advertisers face pressure to adopt or integrate with Disney’s systems — early adopters may capture better reach and measurement; laggards risk losing ground.
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Disney unveils AI-powered ad tech and creative tools at CES

What Disney announced

At CES, Disney revealed a new set of ad technologies that apply artificial intelligence across planning, measurement and creative for its advertising partners. The moves target smarter media planning, “connected” measurement across screens and a push to vertical video formats optimized for Disney+ — signaling the company’s intent to treat advertising as an integrated, data-driven business within its entertainment ecosystem.

Smarter planning and audience targeting

Disney says its new tools use AI to improve media planning — combining first-party viewership signals with modeling to refine audience reach and frequency. That promises ad buyers more accurate forecasting and optimized budget allocation across linear, streaming and digital inventory owned by Disney.

Connected measurement and accountability

A core focus of the announcement is connected measurement: linking ad exposure and performance across Disney’s platforms to provide advertisers with clearer attribution and cross-screen performance metrics. For marketers seeking ROI clarity, this could narrow longstanding measurement gaps between linear TV and streaming, while also reinforcing Disney’s data advantage.

Creative: vertical video for Disney+

Recognizing how audiences consume short-form and mobile-first content, Disney introduced creative tooling for vertical video formatted for Disney+. This reflects broader market pressure to repurpose or create mobile-native creative for streaming ad pods and in-app environments.

Why advertisers should pay attention

Social proof and scale matter: Disney’s reach across entertainment, sports and streaming gives any ad tech updates immediate industry credibility. Marketers who align early with Disney’s tools may gain better measurement, more efficient media buys and creative assets tailored to platform behaviors — a competitive advantage as privacy-driven measurement changes reshape the ad ecosystem.

Risks and FOMO

Not adopting these tools risks falling behind competitors who can demonstrate stronger attribution and platform-optimized creative. The announcement plays into a broader narrative that AI and first-party data will define who wins in ad performance going forward.

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Bottom line

Disney’s CES reveal is a clear signal: it plans to leverage AI and its data footprint to deepen advertising capabilities across planning, measurement and creative. For advertisers and agencies, the choice will be whether to integrate early and capture the benefits or risk being outperformed as Disney tightens the link between content, audience and ad performance.

Image Referance: https://www.contentgrip.com/disney-ad-tech-ai-tools/