At the Sixth Annual Global Tech & Data Showcase during CES 2026 in Las Vegas, Disney revealed that this year it will bring vertical video to its platform in the U.S. This innovation follows the launch of “Verts” on the ESPN app, as the company has claimed in a statement.

The experience will evolve as it expands across news and entertainment. Its objective is to deliver a more personalized, dynamic experience that looks forward to reinforcing Disney+ as a must-visit daily destination.

Dana McGraw, SVP, Data and Measurement Science, explained: “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”.

Erin Teague, EVP, Product Management, added: “As we unify the Disney+ and Hulu experience, we’re doing so on a foundation of bolder and more dynamic personalization. We’re driving content discovery that complements each unique fan and exposes everyone to the full depth and breadth of our one-of-a-kind library”.

“It’s clear we are no longer ‘media planning.’ We are now experience-level planning — same goals, new tools, limitless possibilities. From planning, to creative, to measurement you can use Disney end to end or seamlessly plug our data into the tools you already love”, noted Jamie Power, SVP, Addressable Sales.

Tony Donohoe, EVP, Advertising Platforms, concluded: “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”.

Sixth Annual Global Tech & Data Showcase

At the Showcase, the executives also showed how AI, insights, and automation — paired with selected content — are driving real impact for marketers.

“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”, affirmed Rita Ferro, President, Global Advertising, The Walt Disney Company. “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”.

Some of Disney’s latest advancements are:

• A new video generation tool designed for advertising to try to allow brands to create high-quality, CTV-ready commercials using existing brand assets and guidelines.
• A new AI-powered internal tool to try to enhance the planning process with the company.
• Disney Compass, launched last year, will be expanding into the Disney Compass Brand Portal. The tool is designed to provide a unified view of brand performance across campaigns and platforms, with category benchmarks and AI-powered summaries. Soon, it will include AI-powered summaries that will highlight key learnings and identify new opportunities for advertisers.