The Other CES - Agencies and Media World Go All-In on AI

Whether in private suites or in the amp8220CSpaceamp8221 area during the day or while dining at the top restaurants in Vegas the wheeling and dealing that sets out to define the new year for the adtech and media world kicked into high gear And given the massive global press coverage generated by CES an estimated 6900 reporters and analysts attend itamp8217s not a surprise that there was an avalanche of marketing and advertisingrelated announcements that were released during CES weekThe following provides a wrapup of some important announcements for the industryAgency AnnouncementsOmnicom used CES as a coming out party for the nowcompleted OmnicomIPG merger Housed at The Cosmopolitan Omnicomamp8217s amp8220Transformation Experienceamp8221 revealed that the next iteration of their audience and marketing platform Omni is now powered by the data company Axiom acquired by Omnicom in the IPG mergerOmnicom announced a collaboration with Google where they have codeveloped a consumer prompt insights agent that analyzes questionbased searches in Gemini categorizing them by funnel stage The insights will be applied across paid search and influencer marketingOmnicom also announced a partnership with Roku and Amazon bringing Roku viewership data into Amazonamp8217s clean roomFinally Pinterest data will be integrated into Omnicomamp8217s Creo influencer toolsStagwell announced that their popular amp8220Sports Beachamp8221 promotional events that they have used at CES Cannes and SXSW is being spun off as a separate company led by Beth Sidhu as CEO who will also remain Chief Brand and Communications Officer of StagwellStagwell also announced amp8220The Machineamp8221 an agentic operating system built by Code and Theory It enhances data systems and tools marketers use such as Figma Slack Teams Adobe and performance dashboardsHavas CEO Yannick Bolleramp233 became the first advertising holding company executive to deliver an official keynote at CES He unveiled Havasamp8217 AI amp8220operating systemamp8221 Ava which will enable instant access to the agencyamp8217s knowledge streamline workflows and ensure security compliance and privacyHavas deploys generative AI personas to understand audiences and test campaigns delivering deeper insights without the time and cost burden of traditional qualitative research methodologiesPublicis announced that Epsilon data is now available on the Microsoft Advertising Platform They also announced a strategic partnership with LiveRamp which will combine Publicis AI capabilities with LiveRamp collaborative technology allowing advertisers to connect and analyze information across systems without having to move the dataWPP Media unveiled Agent Hub a curated set of amp8220super agentsamp8221 that will be housed in the firmamp8217s marketing platform WPP OpenThe initial agents includeThe Brand Analytics Agent providing ondemand access to approximately 30 years of WPPamp8217s proprietary Brand Asset Valuator data the study of brand equity to inform brand strategy and creative developmentThe Behavioural Science Agent applies Ogilvy frameworks to help teams understand human behaviour and motivation more deeply and create actionable client strategiesThe Analogies Agent finds inspiration and parallel situations from different industries to foster crosssectoral thinking and innovation to solve complex client challengesMedia AnnouncementsDisney which recently announced a groundbreaking deal to allow OpenAIChatGPT using Disney IP in creation of shortform video assets through Sora held their sixth annual Global Tech and Data Showcase at CESDuring the presentation they announced several new tools and initiatives which includeA new video generation tool which will allow advertisers to create highquality CTVready commercials using existing brand assets and guidelines It supports creative versioning by audience context and placement informed by placement signals within the spotA new AIpowered internal planning tool which captures objectives audience intent timing and constraints to focus on strategy and collaborationDisney Compass their unified planning data collaboration and measurement platform will be expanding to EMEA and will also offer AIpowered summaries that will highlight key learnings and identify new opportunities for advertisersDisney is bringing vertical videos to DisneyDirecTV will be making their DOOH Live TV DirecTV Remote inventory available programmatically for the first time with Place Exchange Basis The Trade Desk and moreMeta announced significant upgrades to the functionality of the RayBan Display glassesThe inclusion of teleprompter mode which allows users to view text in the glasses display freeing up speechgivers to walk freely across the stage and look directly at the audienceWhile wearing the Meta Neural Band users will be able to write messages on any surface with finger motions which Meta will convert into text for messaging apps such as WhatsApp and MessengerAnnounced a delay in rolling out Meta RayBan Display outside of the US due to strong domestic demandSamsung Ads revealed that their ecosystem is powered by AIAI enhanced contextual solutions to analyze content themes objects and sentiment for contextual alignment around programmingProgramgenre metadata to ensure ads are placed in brandsafe emotionally resonant environmentsUse of machine learning to combine mobile and TV data to predict demographics and interestsUse of machine learning to identify unreached audiencesRelease of enhanced interactive ad formats that can include QR codes Vertical Video product galleries fan polls and click to email options within the Samsung TV Plus environmentReddit is going allin on programmatic launching Max Campaigns With Daily Active Uniques up in Q3 2025 19 YAG and the number of ad conversions 2x yearoveryear Reddit is launching Max Campaigns to help advertisers more easily and effectively reach the right people with the right message Enabled by Reddit Community Intelligenceamp8482 and AI that predicts the value of every ad impression the tech optimizes campaign settings in realtime and unlock new creative and audience insights Included in Max campaigns is a new reporting feature called Top Audience Personas AI will cluster the campaignamp8217s audience into relevant personas and allow advertisers to see which personas are viewing and interacting with their campaign the most as well as what those personas are interested in right nowRoblox launched several new ad unit formats including a Homepage Feature CPM based When users click the ad they experience the brandamp8217s video creative transformed into an immersive 3D environment The Homepage Feature is now available in closed beta will be purchasable as an alwayson display format enabling brands to reach Robloxamp8217s audience 365 days a year In addition Roblox is expanding their programmatic partnerships On the DSP side they are now adding Amazon DSP and Liftoff On the SSP side they are now available in addition to Google on Index Exchange Magnite and PubmaticNBCUniversal is introducing several new ad options and resourcesLive Total Impact the industryamp8217s first crossplatform tool designed to leverage realtime viewership of live tentpole moments and extend the engagement across NBCUniversalamp8217s full ecosystem delivering the right ad to the right person at the right time Events include Super Bowl LX the Milan Cortina Olympic Winter Games NBA AllStar Weekend and additional live events throughout 2026 including Macyamp8217s Thanksgiving Day ParadeContextual Targeting in LIVE Advertisers can target Live programming in real time using a breakthrough AIpowered tool that continuously scans live content to ensure an advertiseramp8217s ad or creative automatically aligns with the most relevant moments as they unfold live By automating brand suitability and realtime context NBCU says that advertisers gain greater efficiency agility and precision optimizing every second of live media investment to reach audients with the right moment of authentic connectionPerformance Insights Hub A proprietary intelligence platform providing marketers of all sizes with a unified view of campaign delivery audience insights and fullfunnel inflight performance partners include Dynata EDO Kochava LiveRamp MarketCast and VideoAmpArrival Ads on Peacock A highimpact premium unit connected to the useramp8217s profile page that they see each time they launch the serviceProgrammatic Pause Ads Available with Programmatic Guaranteed deals marketers can now deliver contextually relevant creative when viewers naturally pause their content Per NBCUniversal Pause Ads have already shown a 68 lift in Ad Memorability and 106 life in foot traffic for advertisersViant revealed the launch of Outcomes a new class of advertising execution Autonomous Outcomes powered by AI Lattice Brain a decisioning architecture built to operate campaigns autonomously Lattice Brain continuously evaluates multiple proprietary data signals in parallel including Viant Household ID Iris ID supply quality scoring historical campaign performance bid pricing dynamics and realtime delivery data to determine and execute optimization decisions without manual intervention Outcomes combine identity quality and performance to optimize towards outcomes without manual interventionPubmatic announced the release of AgenticOS a new operating system designed to enable autonomous agenttoagent advertising execution across digital environments AgenticOS lets intelligent software agents plan buy and optimize programmatic buys in real time while giving advertisers guardrails for strategy and brand safety AgenticOS uses NVIDIAaccelerated computing to support largescale transactions with low latency Early tests show an 87 reduction in campaign setup time and reduction of issue resolution time by 70PayPal unveiled several tools for marketers to better understand shifting commerce dynamics PayPal Transaction Graph Insights is an interactive analytics experience showcasing crossmerchant crosssurface shopper journeys to deliver brandspecific recommendationsPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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The Other CES - Agencies and Media World Go All-In on AI

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The Other CES - Agencies and Media World Go All-In on AI

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