Disney has enhanced its advertising ecosystem, integrating advanced data, AI, and measurement capabilities for brands seeking impactful solutions in live sports and streaming. The introduction of Disney Compass offers a unified platform for planning, data collaboration, and measurement, facilitating real-time campaign optimization. Rita Ferro, president of global advertising at Disney, emphasized the importance of accountability and innovation in aligning brand storytelling with data-driven results. The launch of the Disney Advertising Brand Impact Metric allows advertisers to track key performance indicators, shifting from retrospective analysis to live decision-making. AI-powered tools streamline campaign management by capturing objectives and audience intent, reducing operational friction. Disney aims to create a transparent, accountable, and outcome-driven advertising experience, helping brands innovate rapidly and connect with audiences effectively. Dana McGraw and Tony Donohoe highlighted their commitment to delivering unique value through advanced technology combined with compelling storytelling.
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