YODA (Disney Ad Server)

New York, New York, USA · Founded 2020

201-500 employees · DIS

Sourced & current · updated May 11, 2026

Yield Optimized Delivery Allocation — Disney's proprietary ad server / decision engine, built in-house to replace FreeWheel. Powers Disney+ and Hulu, delivering ~500M ad impressions per day. Determines when to serve ads to individual viewers and enables direct-sold vs programmatic competition. Supports proprietary formats (Pause Ads, Binge Ads, GatewayGo). Deployed on Hulu first, then extended to Disney+ when ad tier launched Dec 2022.

Where they sit

Stack tier: Infrastructure & Data (B)

Video Advertising PlatformAd Server

Disney's proprietary ad server for streaming, one of the largest scale in-house ad decisioning platforms in premium CTV/OTT

Ownership

Parent: Disney Advertising