CES 2025 in Las Vegas was nothing short of transformative, with innovations that are shaping the future of media and technology. As the SVP of Media and Head of Video Activation at VaynerMedia, I was thrilled to dive into this year’s event and witness the industry’s boldest advancements firsthand. From AI’s pervasive influence to collaborative breakthroughs in streaming video, CES 2025 was all about turning the promise of visionary concepts into actionable realities.
What stood out most was the shift from theoretical discussions to practical applications.
AI wasn’t just a buzzword—it’s now streamlining employee processes, enhancing user experiences, and scaling content production in ways that seemed unimaginable a few years ago. Companies like Disney, WBD and KERV took the spotlight mid-week, introducing predictive tools for real-time, contextually tailored AI-driven ad placements.
Meanwhile, multiple ad tech firms demonstrated how data, machine learning, and interactivity are reshaping modern connected TV (CTV) advertising. This year’s CES proved that the future is here, and it’s built on collaboration, innovation, and execution.
Here are my top 10 takeaways from CES 2025:
AI is the New Digitial Transformation
The rise of AI recalls the “digital transformation” efforts of a decade ago. Clients (and their CEO’s) are now driving AI advancements, using it to streamline internal processes, enhance customer experiences, and scale video content production. Leading companies are embedding AI at the organizational level with initiatives like “Office of AI,” spurred by CEO-driven mandates.
The Battle for Live Sports
NBCUniversal and Amazon are doubling down on live sports as the centerpiece of their 2025/26 Upfront pitches. NBCUniversal boasts the Super Bowl, the Olympics, the NBA, and the World Cup, while Amazon has fortified its Prime Video entertainment lineup with all of NFL, NBA, NASCAR, and NWSL.
The Evolution of ‘Weaponized’ CTV Advertising
Shoppable, contextual, and predictive ad formats are becoming the norm in streaming. Innovations by NBCU, Amazon, Disney, Roku, and Warner Bros. Discovery (WBD) all aim to make digital IP TV ads both commerce-enabled and dynamically responsive to AI-driven content signals.
Independent Agencies are Key Players
Large media and ad tech organizations are pivoting sales and marketing efforts toward independent agencies for growth. Disney, NBCU, Google, Amazon, Trade Desk, Roku, Magnite and others are tailoring solutions for smaller digital and independent agencies, recognizing their penchant for agility and innovation.
Disney’s Brand-Safe Tech Stack Ecosystem
Disney continues to leverage its ad tech stack platform to offer brand-safe, transparent alternatives to big tech. With its legacy portfolio, including ABC, ESPN, and Hulu – and myriad of 3P integrations – Disney provides a secure environment for advertisers looking to escape the downsides of walled gardens.
Currency Wars Heat Up
Tools for cross-screen planning, trading, and measurement were a major focus. Nielsen faces increasing competition from VideoAmp, Comscore, iSpot, and SambaTV, as buy-siders – and broadcasters – explore alternatives for managing TV and CTV investments.
Transparency in Ad Tech
The concept of transparency is evolving, with more ad tech and publisher providers offering non-disclosed client resale options. This shift highlights the evolving balance between principle-based buying for incremental margin and traditional models of agencies acting as agents for client media briefs.
The Expanding DSP Ecosystem
Emerging demand-side platforms like Blockboard, MadHive, Walmart Connect, Ribeye, Viant, Xandr and Nexxen are challenging established players such as DV360, Amazon and The Trade Desk. These platforms offer unique buying models, alternative data, and comparable publisher inventory opportunities.
Optimism in the Air
CES 2025 exuded palpable optimism, driven by some post-election M&A energy and a renewed focus on partnerships. Companies are laying the groundwork for long-term success and prioritizing early deal-making for the 2025/26 cycle.
Warner Bros. Discovery’s Aggressive Push Forward
Despite losing NBA rights for 2025/26, WBD impressed with advancements in contextual AI ‘moments’ targeting, a unified trading platform, shoppable ad formats, and multiple premium tentpole sponsorship opportunities, signaling both resilience and adaptability.
What’s Next for VaynerMedia
CES 2025 underscored how AI, ad tech, and data-driven innovations are reshaping marketing by enabling faster execution, smarter targeting, and greater adaptability. For the industry, this means the future lies in creative win-win partnerships and leveraging emerging technologies to drive meaningful outcomes.
At VaynerMedia, we’re embracing these advancements to redefine what’s possible in video and streaming with key partners. To give clients more optionality and interoperability from their video assets, we are piloting the syndication of our brand’s best-performing organic and paid social videos (e.g., TikTok2TV) directly into the modern streaming TV ecosystem. Built for modern living rooms, we call it TV 3.0.
Working with ad tech, publishers and streaming platforms, we are busy harnessing innovations like genAI, content rendering and advanced contextual targeting to help better connect content with cohorts in more dynamic ways to cut through the clutter.
