The initiative, supported by technology from Innovid, addresses a critical pain point identified in Omnicom Media Intelligence research: the "negative reach" created by overexposure. Studies found that while consumers are receptive to brands, they frequently cite ad repetition as the primary aspect of streaming that requires improvement. Instead of force-feeding the same 30-second spot, the new system sequences 15-, 30-, and 60-second creative assets to advance a product story across multiple sessions.

This system integrates Disney's proprietary Audience Graph with Omnicom’s Acxiom identity solutions to track exposure in real time. For video-on-demand activations, Disney is also deploying machine learning to analyze program content, ensuring brand messaging aligns contextually with the shows viewers are watching. According to Megan Pagliuca, Chief Product Officer at Omnicom Media, the move allows advertisers to shift from static repetition to a dynamic customer journey.

Jamie Power, SVP of Addressable Sales at Disney Advertising, noted that the platform is designed to evolve with each impression, introducing new ideas rather than recycling old ones. The capability is currently active in the United States, with plans to expand into the European and Latin American markets by late 2026.