Disney Touts its Tech Stack ‘Built Intentionally for Streaming,’ Reveals D23 Expo Expansion Plan at CES Showcase

LAS VEGAS – The Walt Disney Co. showcased its investments in cutting edge advertising technology on Wednesday at the Consumer Electronics Show, with top executives talking up the company’s enhanced ablity to serve marketers across linear and streaming platforms around the world. “2023 was Disney’s biggest year in our history for investments in ad technology, including the global expansion of Disney+ with ads,” said Rita Ferro, Disney’s president of advertising, told the crowd at the Cosmpolitan Hotel and Casino.

“Our tech stack was intentionally built for streaming, to work seamlessly across the global marketplace. It was made for you to buy once and deliver everywhere.” A procession of executives gave short presentations on innovations and strategic moves made to allow advertisers greater ability to target discrete groups of consumers — capabilities that Madison Avenue has dreamed of for decades.

Disney brass also unveiled expanded ecommerce functions that will be made available under the Gateway Shop platform to give consumers easy access to buy products seen in content on Disney plaforms. Gateway Shop is “Disney’s first seamless, shoppable TV ad experience,” Ajay Ahora, Disney’s senior VP of streaming product, said.

“It lets the viewer go from interest to action to purchase – without ever leaving the viewing environment. It’s streaming commerce without disruption.” Disney executives repeatedly emphasized the company’s laser focus on brand building to keep engagement high on platforms ranging from ESPN to Disney+ to Hulu.

Another announcement was plans to expand the biennial D23 Expo that courts Disney super fans for sneak peeks and special events. The 2024 edition will be held in mid August in Anaheim and will include for the first time a ceremony to salute key Disney Legends who have made major contributions to the Mouse House.

Disney will also test the waters for a fan convention outside of the U.S. by holding a D23 Expo in Sao Paolo, Brazil in November. “It’s akin to our very own Super Bowl or Comic Con weekend, presenting an unparalleled opportunity for your brands to connect with fans of all ages and families from across the globe,” said Disney chief brand officer Asad Ayaz.

More to come.