Disney Hulu XP

Burbank, California, United States · Founded 2020

10001+ employees · DIS

Sourced & current · updated May 11, 2026

Cross-platform ad-buying program that unifies Hulu + Disney digital video inventory (incl. ABC, ESPN streams) into single deals; guarantees target-audience reach + completed-view billing. Launched January 2020; integrates with InnovidXP for measurement.

Where they sit

Stack tier: Marketing Technology (C)

Attribution & AnalyticsConnected TV PlatformSupply Side Platform (SSP)

One of the largest premium cross-platform streaming ad products in the U.S., backed by Disney's portfolio of top-tier content brands and Hulu's ad-supported subscriber base.

Ownership

Parent: Disney Advertising