GatewayGo

Disney's exclusive commerce-enabled CTV ad format on Hulu, positioned as a premium shoppable ad solution within the streaming ecosystem

GatewayGo is Disney Advertising Sales' proprietary commerce-enabled ad format launched in June 2020 exclusively on Hulu. It represents Disney's first foray into shoppable/interactive streaming advertising, designed to convert passive TV viewers into active online shoppers by pushing them to a 'second screen' — typically a smartphone — through QR codes, push notifications, or email prompts embedded within or alongside streaming ad units. The format allows advertisers to create a seamless bridge between the lean-back streaming experience and direct consumer action, enabling viewers to visit a brand's website, sign up for offers, or explore products without disrupting their viewing session. Since its launch, over 200 advertisers have tested the format across a wide range of categories, and Disney has reported that GatewayGo drives approximately 2x the site visits and 2-4x the opt-in rates compared to third-party benchmarks, demonstrating meaningful performance advantages. GatewayGo sits within Disney's broader suite of advanced advertising products and is positioned as a key differentiator in the competitive streaming ad market. As connected TV (CTV) advertising continues to grow rapidly, GatewayGo exemplifies the industry's push toward measurable, action-oriented ad formats that go beyond traditional brand awareness metrics. It competes conceptually with shoppable ad initiatives from NBCUniversal, Amazon, and Roku, but benefits from Disney's first-party data ecosystem and Hulu's large, engaged subscriber base.