Universal Ads is the exclusive Ads Manager for NBCU's coverage of the 2026 Winter Olympics. Learn more
CES always has a way of reminding us how fast technology moves – and how stubborn some things remain. Yes, the elevator lines at the Aria were still long, and the Chandelier Bar was as packed as ever. But beneath the spectacle, a few clear business themes emerged – especially for advertising and CTV.
Here are three emerging trends we think marketers should pay attention to right now based on what we heard at CES:
1. Agentic AI Is Coming for Media Operations
Panels and private conversations alike pointed to a major shift: AI systems that don’t just analyze, but act. From automated planning to real-time optimization, the industry is testing how far AI can go in handling media transactions end-to-end.
NBCUniversal shared that it’s actively testing AI in media selling workflows, while Disney highlighted AI-driven ad planning capabilities. The takeaway? Agentic AI isn’t a buzzword – it’s a roadmap.
What this means for advertisers: Winning won’t come from a single monolithic AI solution, but rather from systems that work seamlessly together. For advertisers, this means prioritizing partners and tools that can integrate across the ecosystem. Agentic AI will only be as powerful as the platforms it can connect to, so interoperability is the name of the game.
2. CTV Has Graduated From “Test” to “Table Stakes”
One thing was unmistakable at CES: CTV is no longer experimental. Publishers, networks, creative platforms, and measurement firms are designing products with CTV as a core assumption – not a side bet. The conversation has shifted from “should we test CTV?” to “how do we scale it efficiently and intelligently?”
What this means for advertisers: CTV is now a permanent fixture in media plans, not an experiment, and the challenge ahead is finding a way to scale efficiently and intelligently. Mid-market and growth advertisers should look for solutions that simplify access, reduce friction, and make premium TV buying feel as natural as any digital channel. This, of course, mirrors the core value proposition of Universal Ads: making premium CTV buying accessible and intuitive for advertisers of all sizes, and bringing the ease of digital to the power of TV. Those who embrace this shift early will gain a competitive edge.
3. Measurement Is Finally Catching Up to Reality
Last-click attribution is officially outdated – especially when it comes to full-funnel channels like TV and streaming. Roughly half of the advertisers we spoke with are already implementing incrementality as part of their core measurement strategy. The other half is warming up, asking better questions, and running more structured tests.
What this means for advertisers: Measurement has become a true growth lever. As advertisers demand clearer answers around what actually drives lift, they should seek partners that integrate with modern measurement frameworks and provide actionable insights – not just reports – and Universal Ads does just that.
The Bottom Line
CES 2026 reinforced that AI, CTV, and measurement are converging realities. Platforms that make these forces easier to access, connect, and trust will be the ones that win. At Universal Ads, we’re building for that future – helping advertisers move faster, smarter, and with confidence. To learn more about how Universal Ads can help you scale CTV and embrace AI-driven strategies, contact us today.
.svg){kind=icon}
