"On the ad tech side, programmatic platforms like Viant, Magnite and PubMatic used CES to brandish their shiny agentic offerings. Magnite introduced a seller agent for its video ad server, SpringServe, which should surface ad opportunities across newer ad placement types such as home screen tiles and pause ads. Kargo's agent turns creative into usable ads that fit the specs required by a growing variety of streaming units."
"Buying Into AI Tired of hearing about AI in advertising yet? Ad buyers haven't had enough. Brand and agency marketers see AI as an added reason to reclaim control over audience data and media activation workflows. For data-hungry buyers, the most common AI use cases include synthetic audiences and media mix modeling, which help fill in the gaps between useful campaign insights and ways to actually"
Publicis licensed LiveRamp's RampID and Authenticated Traffic Solutions to use as client-facing, cookieless identity options. LiveRamp already sells similar products to multiple major holding companies, and its market capitalization places it within potential acquisition range for large holdcos. Questions arise about whether a holdco acquisition could undermine LiveRamp's independence and advertisers' trust in its measurement. At CES, CTV publishers and ad tech vendors promoted AI-driven agentic tools to simplify media buying and adapt creative for new streaming placements. Advertisers view AI as a prompt to regain control over audience data, using synthetic audiences and media-mix modeling to connect insights to activation.
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