CES 2026: Adtech and AI take center stage as advertising technology evolves at Vegas showcase

The 2026 Consumer Electronics Show (CES) is featuring an expanding slate of advertising technology (adtech), marketing technology (martech), and AI-driven media solutions as exhibitors and thought leaders position their offerings for rapid adoption across digital marketing ecosystems.

Several key adtech introductions are drawing attention at CES this year, underscoring the sector’s movement toward automated execution and advanced measurement. PubMatic, for instance, unveiled AgenticOS, a new platform designed to orchestrate autonomous, agent-to-agent programmatic advertising across premium digital environments. The system aims to streamline campaign planning, buying, and optimization while reducing manual setup workloads for media buyers.

Measurement in connected TV (CTV) advertising is also a focus, with Brand Metrics presenting SDK-free interactive measurement tools that seek to simplify cross-platform analytics without requiring software integration from publishers. This reflects broader industry efforts to tackle persistent challenges in evaluating streaming ad effectiveness and audience reach.

Another ad industry innovation on display is SARAH, a publisher-centric CTV advertising technology introduced by ElementalTV. SARAH is intended to support targeted advertising within the rapidly growing CTV sector by placing more control in the hands of content owners.

Third-party verification and transparency platforms are also part of the narrative. DoubleVerify has announced DV Authentic Streaming TV, an AI-driven platform designed to assess media quality and provide clearer performance measurement for streaming ads, reflecting continued demands for transparency and reliability in media verification.

In the broader martech and AI context, sessions and demonstrations at CES are exploring how intelligence is reshaping marketing infrastructure. An Adweek-hosted session titled “Inside the AI-Powered Marketing Revolution” will bring together marketing and product leaders to discuss how real-time data activation, conversational interfaces, and customer lifecycle optimization are converging in modern campaigns.

Martech platforms are also present on the show floor. Moloco, an AI-based growth engine for app marketers and streaming monetization, is exhibiting its solutions for performance advertising, retail media, and improved app monetization, highlighting the diversity of adtech approaches represented this year.

The broader CES agenda continues to emphasize AI’s role across technology sectors, including consumer devices and media. Major technology companies are leveraging AI in chips, robotics, and user experiences, reinforcing how artificial intelligence is becoming embedded across digital ecosystems.

CES 2026 is taking place in Las Vegas from January 4 to January 9, bringing global technology and advertising leaders together for a week of product announcements and industry dialogue. Team MMR is on the ground covering all developments and monitoring the latest adtech, martech, and mobile marketing news from the show floor. Follow our ongoing CES 2026 liveblog for real-time updates throughout the week.