GatewayGo

Disney's proprietary first-party shoppable ad format on Hulu, uniquely positioned within the premium streaming ecosystem with authenticated audience data advantages.

GatewayGo is an interactive, commerce-enabled advertising format developed and operated by The Walt Disney Company, launched in June 2020 exclusively on Hulu. It represents Disney's first foray into shoppable streaming advertising, bridging the gap between passive TV viewing and active e-commerce by enabling viewers to act on an ad immediately without leaving their content. The format delivers a call-to-action through three second-screen mechanisms — QR code scanning, push notification, or email — allowing advertisers to drive measurable, direct-response outcomes from a traditionally brand-focused medium. Since its launch, GatewayGo has attracted over 200 advertisers across a range of consumer categories, demonstrating strong industry appetite for shoppable CTV inventory. Performance benchmarks have been compelling: the format reportedly drives 2x the site visits and 2–4x the opt-in rates compared to third-party benchmarks, positioning it as a high-performing direct-response tool within the streaming ecosystem. GatewayGo sits at the intersection of connected TV (CTV) advertising, shoppable media, and first-party data activation. As a proprietary Disney/Hulu product, it benefits from Hulu's large authenticated subscriber base and Disney's first-party data infrastructure, giving it a significant edge over third-party shoppable ad solutions. It competes broadly with other interactive CTV ad formats from NBCUniversal, Amazon, and Roku, and reflects the broader industry trend of collapsing the funnel within streaming environments.