Launch announcement
Interactive and Enhanced Ads Powered by BrightLine Now Available on Disney Advertising Supply via Amazon DSP
July 29, 2026
What launched?
Advertisers can now activate interactive and enhanced ad formats powered by BrightLine on Disney Advertising supply directly through DRAX on Amazon DSP via PMP and Programmatic Guaranteed deals. Interactive ads use remote control interactivity to invite viewers to explore scrollable galleries, play trivia games, and discover more from a brand. Enhanced ads supercharge existing video by layering on high-impact, automated features like animated carousels, branded frames, and QR codes to capture attention and drive action.
Why is it important?
Interactive formats drive stronger brand outcomes across the entire consumer journey vs. standard video, with +33% unaided recall, +12% brand favorability, and +8% purchase intent*. These formats turn passive viewing into measurable engagement across Disney's premium content library.
Format availability varies across properties, devices and buying marketplaces.
*Source: BrightLine, ‘The Engagement Effect: How Interactivity Indicates CTV Success’, 2025
Where is the feature available?
- North America: United States
Who can use it?
- Managed Service and Self-Service advertisers in the US