Disney Campaign Manager

Disney's self-serve CTV ad platform; one of the few walled-garden premium streaming inventory platforms accessible to SMBs at low minimums

Disney Campaign Manager (formerly Hulu Ad Manager) is Disney Advertising's self-serve programmatic platform that democratizes access to premium streaming TV inventory across Hulu, Disney+, and ESPN+. Launched in 2021 as Hulu Ad Manager and rebranded in early 2024 to reflect its expanded cross-portfolio reach, the platform allows small and medium-sized businesses, local advertisers, and agencies to create, launch, and manage connected TV (CTV) campaigns without the traditional high spend thresholds associated with Disney's enterprise ad sales. The platform features a low $500 minimum spend, making it accessible to hyperlocal and SMB advertisers who previously could not afford premium streaming inventory. Targeting capabilities include ZIP code and DMA-level geographic targeting, as well as interest-based audience segments, enabling precise local market reach. As of 2024, the platform has onboarded over 4,200 brands and 1,000+ agencies since its 2021 launch, with approximately 85% representing net-new Disney advertising customers — a strong indicator of its success in expanding Disney's advertiser base downmarket. In the broader AdTech ecosystem, Disney Campaign Manager occupies a strategically important position as one of the few self-serve platforms offering direct, guaranteed access to walled-garden premium streaming inventory at scale. It competes with other self-serve CTV platforms like Amazon Streaming TV Ads and Peacock Ad Manager, while differentiating through the unmatched brand equity and audience reach of the Disney, Hulu, and ESPN content libraries. The platform represents Disney's broader strategy to capture SMB ad dollars that have historically flowed to digital-first platforms like Google and Meta.