CES 2025 showcased AI as one of the major driving forces behind ad tech’s evolution, with innovations in personalization, cross-platform measurement, and collaboration.
CES 2025 has closed and as the dust settles on the Las Vegas Convention Center, it’s clear that artificial intelligence has taken center stage, driving advancements across all facets of ad tech. Like the all seeing eye, you can’t escape it. But it’s not as menacing as it sounds.
This year’s event highlighted the industry’s relentless pursuit of more intelligent, efficient, and personalized advertising solutions. From AI-powered visual search enabling shoppable TV experiences to sophisticated analytics tools democratizing access to advanced insights, cutting-edge tech will redefine the future of advertising. The convergence of retail media, streaming platforms, and traditional advertising channels creates new opportunities for brands to engage consumers in more meaningful and measurable ways.
As we delve into the key takeaways from CES 2025, it’s evident that ad tech is going through a significant transformation, but the industry is no stranger to change. We spoke with industry experts who attended CES, and here’s what they had to say.
AI: The Backbone of Personalization and Performance
AI’s impact on advertising has been growing steadily, but this year’s CES highlighted how advancements in hardware and software are accelerating its adoption. For instance, NVIDIA’s latest hardware innovations enable faster and more sophisticated AI-driven models, which are essential for real-time personalization.
Kerel Cooper, CMO of GumGum, emphasized that these advancements empower advertisers to connect with audiences on a deeper level. “AI is the backbone of contextual advertising,” he explained. “As hardware improves, so does the ability to evaluate data, train models, and innovate.”
This capability is already transforming workflows. Justin Wohl, Vice President of Strategy at Aditude, noted that innovations in AI seen at CES hold great promise for companies utilizing and trading in data.
“Whether more seamlessly assigning attribution and measuring impact for third-party data usage across the web, or just more rapidly assembling the visuals and analysis of that information than a human could, I see the operational work in AdTech becoming more AI-assisted and AI-enabled in 2025,” Wohl said.
AI drives personalization and marketing by enabling scalable versioning and accelerating performance feedback loops beyond manual capabilities.
Tackling Fragmentation with Cross-Platform Measurement
As retail media and streaming platforms proliferate, the challenge of cross-platform measurement has become a pressing issue. Practitioners at CES 2025 discussed the need for robust solutions that address the complexity of fragmented ecosystems.
“Retail media networks must prioritize measurement solutions that capture and optimize spend effectively,” said Drew Cashmore, Head of Strategy at Vantage, highlighting the talent deficits many retail media businesses face as they scale. “There’s a clear need for technology partnerships to bridge these gaps and evolve their capabilities,” Cashmore said.
Amid these challenges, innovations like DIRECTV Advertising’s programmatic access to linear satellite inventory are making significant strides. By harmonizing linear and streaming TV platforms, DIRECTV enables advertisers to expand their reach and streamline the ad-buying process.
Amy Leifer, Chief Advertising Sales Officer at DIRECTV Advertising, explained, “Advertisers can now seamlessly connect with previously untapped audiences across both satellite and streaming platforms through real-time bidding and private marketplaces.” These advancements not only address fragmentation but also empower advertisers to effectively reach their desired audiences across multiple platforms.
Trust also emerged as a central theme. James Shears, Vice President at Extreme Reach, stressed that marketers seek ways to build trust with users while maintaining control over data. “The fragmentation of platforms creates opportunities, but it also demands better accountability and transparency,” he said. This focus on trust drives the development of solutions that unify measurement and prioritize ethical data use.
Collaboration and Responsible Data Practices
While innovation was the star of CES 2025, the conversations also reflected a growing emphasis on collaboration and responsible data management.
Valerie Mercurio, VP of Business Development at InfoSum, noted the surge in partnership announcements aimed at enhancing customer experiences and delivering measurable business outcomes. “The initial buzz around AI is evolving into practical applications, such as leveraging synthetic data and adapting to privacy regulations,” she said.
This shift toward collaboration also addresses long-standing concerns about wasted ad spend and inefficiencies in the digital supply chain. Charlie Johnson, VP International, Digital Envoy, pointed out that brands use more streamlined approaches to improve ROI. “The industry is moving toward solutions that offer stability, control, and predictability in terms of data management and advertising strategy,” she explained.
The Future of Ad Tech: Dynamic, Transparent, and Collaborative
CES 2025 painted a clear picture of the future of ad tech: one where AI is the engine driving personalization, efficiency, and collaboration.
The event showcased the potential of these technologies and the industry’s commitment to addressing challenges like fragmentation and data transparency. As Ryan Nelsen, CMO of StackAdapt, aptly summarized, “AI isn’t just capturing attention—it’s driving real-time action. The buzz at CES has centered on enabling personalized, adaptive campaigns that evolve with audiences, reshaping advertising from static strategies into dynamic connections.”
The innovations and insights shared at CES signal a promising path forward for the ad tech industry, where technology and creativity converge to deliver more meaningful and impactful advertising experiences.