R
Rita Ferro
President, Disney Advertising at The Walt Disney Company
Scaling Disney's cross-platform and streaming advertising business
OperatorNew York, New York, United States25+ years in industry
Last updated May 31, 2026 by the ATDb Editorial Team
Bio
Rita Ferro serves as President of Disney Advertising at The Walt Disney Company, where she leads ad sales across the company's broad portfolio of linear and streaming properties, driving its evolution into a data-driven, cross-platform advertising organization. Prior to Disney, she held a senior advertising sales and partnerships role at NBCUniversal.
Previous Roles
President, Advertising Sales and Partnerships
NBCUniversal (c. 2000–2021)
Expertise
Streaming AdvertisingCross-Platform MeasurementProgrammatic AdvertisingAdvanced Audience TargetingFirst-Party Data StrategyData Clean RoomsTV Upfront SalesIdentity Resolution
Notable Achievements
- Led Disney Advertising's expansion into advanced programmatic and data-driven ad products across Disney+, Hulu, and linear properties
- Oversaw advertising sales across one of the largest media portfolios in the world, encompassing broadcast, cable, and streaming
- Played a key role in building Disney's first-party data and clean room infrastructure for advertiser use
- Spent over two decades at NBCUniversal, culminating as President of Advertising Sales and Partnerships before joining Disney
Awards
Regularly named to Variety's Power of Women listFrequently cited in Adweek and Ad Age lists of most powerful advertising executives
Speaking Topics
The future of TV and streaming advertisingCross-platform measurement and currency alternativesFirst-party data and identity in a post-cookie worldPremium content and brand safety in digital advertisingThe evolution of the TV upfront marketplace
Board Memberships
Television Bureau of Advertising (TVB)
Connections