Disney+ is implementing a new advertising strategy through its internal creative platform, the Disney eXperience Composer. This initiative launched several innovative ad formats in 2025 and early 2026 that aim to engage audiences without disrupting their viewing experience. The first format, Gateway Go, allows viewers to interact with offers by clicking a button. Pause Ads appeared when users stopped content, offering brand messaging opportunities without interrupting the story. Later updates included Pause+ with Billboard, Trivia, and Carousel options for advertisers to tailor their campaigns. Ad Selector lets viewers choose which video ads they watch, reportedly driving higher engagement rates across the platform. Disney executives emphasize that these rapid releases demonstrate a commitment to both creative quality and performance standards. The company believes this viewer-first design philosophy will set the foundation for premium advertising in streaming services. While many dislike commercials, having some control over which ones appear might make the experience slightly more tolerable for subscribers.
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