Last updated Feb 9, 2026 by AI Enrichment
In May 2023, Disney launched Disney Select, a programmatic advertising marketplace designed to provide automated, programmatic access to premium video inventory across its streaming portfolio including Disney+, Hulu, ESPN+, and other Disney-owned digital properties. This platform represents Disney's strategic move to modernize its advertising sales infrastructure and compete more effectively in the rapidly growing connected TV (CTV) and streaming advertising market. The launch signaled Disney's recognition that programmatic buying has become essential for advertisers seeking efficient, scalable access to premium content. Disney Select was positioned as a way for advertisers to access Disney's highly valuable audience segments and premium content through automated buying processes, while maintaining the brand safety and quality standards associated with Disney properties. The marketplace aimed to combine the efficiency and targeting capabilities of programmatic technology with the premium nature of Disney's content, addressing advertiser demand for both automation and quality. This initiative came as Disney was working to build its advertising-supported streaming business and compete with other major media companies and streaming platforms that had already established programmatic capabilities.
Disney Select's launch represented a significant shift in how one of the world's largest media companies approaches digital advertising sales, validating the programmatic model for premium video content. This move intensified competition in the CTV advertising space, putting pressure on other traditional media companies to accelerate their own programmatic capabilities or risk losing advertiser dollars to more technologically advanced platforms. The launch also signaled to the broader market that programmatic buying was no longer just for lower-tier inventory but had become the expected standard even for the most premium content. Disney's entry strengthened the overall CTV programmatic ecosystem and likely influenced advertiser expectations around automation, data-driven targeting, and measurement across all premium video platforms. The initiative also positioned Disney to better compete with tech giants like Google, Amazon, and Roku who had already established sophisticated programmatic advertising platforms, while potentially challenging pure-play ad tech vendors and supply-side platforms (SSPs) that facilitate programmatic transactions.